Maurizio Canavari

Abstract: This book represents a unique collection of European and Asian perspectives on the production, trade and consumption of high quality food. The rapidly growing demand for organic and quality food in Europe imposes new challenges on competing food value chains. Europe, as the biggest worldwide food importer, attracts many developing and developed countries in Asia. Prospering Chinese and Thai food markets offer new opportunities for European operators. Wealthy and informed consumers on both continents search for trustworthy high quality food products. Farmers, operators and retailers from distant cultures are coping with different standards, facing the ever increasing necessity for mutual understanding. This publication is the output of Bean-Quorum an European funded Asia-Link project. Bean-Quorum represents a consolidated network of researchers working together with the business sector and NGOs to enhance European Asian understanding about organic and quality food. This book describes global trends in organic and quality food trade and connects them with recent developments in Asian and European market structures. Selected case studies illustrate the impact of organic and quality food production on topics ranging from sustainable rural development, to the potential of exotic new plant varieties to purchase decisions of European or Asian retail managers. Selected European markets are mirrored by the situation in Chinese and Thai markets. Finally, environmental issues concerning global trade of quality food are addressed.

Abstract: Due to increased purchasing power of certain consumer segments all over the world and the related growing demand for food specialties for differentiated goods in the international markets, agri-food trade and marketing is no longer focused on commodities only. Key concepts of 'Marketing', 'International Trade' and 'Quality' are taking the forefront in the scientific debate among agricultural economists dealing with agricultural and food products markets. The need for scientific knowledge about several aspects of marketing for quality food products is growing. The aim of this book is to link these key concepts together and consider connections, overlaps, contradictions and complementarities between them. This book contains peer-reviewed articles covering a range of studies on international marketing and trade for quality food products and is edited with the support of the BEAN-QUORUM project, funded by the European Union's Asia Link Programme. The topics covered by the studies range from geographical indications to organic food; from fair trade to functional food; from knowledge about quality requirements to the impact of the quest for quality. The geographical scope of the studies is broad and the perspectives vary including the consumer, the producer and the supply chain side. The focal interest of the studies also range from competitiveness, to policy, to potential demand. The book is of interest to researchers and practitioners in international food networks of all types.

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Abstract: Consumers' attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment's health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumers� Choices and Farmers� Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumer�s needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.

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Abstract: This book contains a selection of the papers presented at the Joint Conference on Food, Agriculture, and the Environment, organized by the University of Minnesota and several universities in Italy, and held in Bologna, Italy, on June 12-14, 2000. The papers are grouped into four sections: a) food, nutrition, and quality, b) land and resource assessment, c) agriculture and rural development, and d) environment and markets. Readers will benefit from the analysis provided in the papers and will gain new insights concerning alternative approaches to dealing with important policy issues.

Abstract: The research field is marketing of quality food products for the introduction and promotion of innovative and differentiating products in distribution places far and culturally different by the country of origin/production. In an international trade context, environmental elements (e.g. the introduction of organic agriculture) and the role of the country of origin/production could influence the consumers� perception of the distribution places. This study is aimed at deepening the knowledge about European consumer attitudes towards Thai organic rice and tapioca. In particular, the purpose was to explore relevant attributes for the quality product perception, motivations for purchasing, limiting factors, reasonable price brackets, trust elements. In this first phase of research, a qualitative approach was used. Four focus groups were administered (in Germany, in Greece, in Italy and in Scotland) by one or two investigators and the participants were recruited using a convenience sampling method (6-8 persons each). The discussions were recorded, transcribed and analysed through a qualitative approach. Finally, an exhaustive list of semantic categories was created, explained and supported by parts of the discussions. Participants still do not know much about these products, especially about tapioca. They tend to favour the product�s nutritional aspects, followed by its taste and smell, which in any case were not deemed satisfactory; however, they want also that a series of social and environmental benefits are satisfied. In general, Thai organic rice is perceived as a �different type� of rice and tapioca as a �new product�. The most important critical issues affecting participant�s opinions include: the lack of trust in the certification process by foreign countries and the low attitude towards trying food novelties seemed due to a sense of loyalty to (or affection for) local food traditions. One of the most important trust elements is represented by the brand of the distributor, the producer and the EU and national certification bodies; in particular, participants associate some parameters of guarantee and safety to brand�s name. The information obtained could be useful in further exploring of this topic and it needs to be tested with a quantitative approach.

Abstract: This special double issue of the Journal of International Food & Agribusiness Marketing is based on a selection of papers that were originally presented during the 105th seminar of the European Association of Agricultural Economists (EAAE) on "International Marketing and International Trade of Quality Food Products". This seminar was held at the Faculty of Agriculture in Bologna on March 8-10, 2007. The 105th EAAE Seminar was organized by the Department of Agricultural Economics and Engineering in concurrence with the third meeting of the BEAN-QUORUM project (Building a Euro-Asian Network for Quality, Organic, and Unique food Marketing - TH/Asia-Link/006) funded by the European Union�s Asia-Link Programme. The Asia-Link Programme is dedicated to the promotion of regional and multilateral networking between higher education institutions in European Union Member States and South Asia, South-East Asia and China. The BEAN-QUORUM consortium is composed of five Asian and European Universities, aiming at setting up long-term relationships and enlarging the initial network to other Higher Education Institutions, companies, governmental bodies, or any other subjects in the food industry who are interested in the topic of marketing for quality food. The EAAE seminar raised a good deal of interest. Approximately one hundred scholars from twenty-five Countries attended the many plenary and concurrent sessions where sixty contributed papers and posters were presented. The main motivation for this initiative was the increasing relevance for agricultural and food products of the keywords "Marketing," "International Trade" and "Quality" in the scientific debate among agricultural economists. These three keywords raise many controversial issues. The word "Marketing" may be interpreted in many ways, by which the specific topic of the agricultural and food marketing may be considered. "Quality" is a controversial word too. It is apparent that an overall improvement of the quality of agri-food products is a strategic task for agriculture and rural economic development and has become a policy priority. Finally, â��International Trade,â�� the related actions for its development and regulation, and the magnitude of the traded volumes of commodities within and between the main trade blocks are undoubtedly hot issues. In this context, however, we focus our attention on trade of food products as differentiated goods, rather than as commodities. Rather than gathering the issues linked by these three keywords, the aim of the EAAE seminar was to link them together and consider connections, overlaps, contradictions and complementarities. The intimate link between marketing and quality is a matter of fact, and the specificity of the food industry has highlighted the need to develop a conceptual approach that could be more consistent with the peculiarities of both the organization of the food sector and the behavior of food product consumers. The publication of numerous studies on consumer preferences and behavior considering quality and value-adding attributes of food is a demonstration that this link is already a cornerstone of recent research in agricultural and food economics. The analysis of trade still mainly focuses on commodities in the economic literature, but the issue of quality and the related marketing problems are also gaining ground. The present special issue contains articles that cover several aspects of food quality in an international context and the related marketing issues. This special issue opens with the article "Food quality and product export performance â�� an empirical investigation of the EU situation", authored by Christian Fischer, which provides a general framework for the context outlined above. This article investigates the relationship between product quality (as indicated by unit value) and export performance, measured in both absolute (per capita) and relative terms, in five EU countries. Fischer finds connections between quality and export performance for Italy, Spain and France depending on product category and export destination, thus arguing that it may be justified to introduce �marketing of high-quality products� as a new academic discipline aimed at contributing to the enhancement of agribusiness competitiveness in increasingly liberalized markets. If marketing of high-quality products is deemed important, it is necessary to define its scope. Since quality is a desirable characteristic of a product or service, which customers implicitly or explicitly want, the provision of quality products and services involves meeting customer requirements or, in marketing parlance, meeting the needs and expectations of customers. The only step necessary to justify the existence of a specific area in the agri-food marketing discipline for high-quality products is the recognition that, also for agricultural and food products, customers (and consumers) may have different needs and expectations. The terms quality and safety are often treated separately, although some consider safety to be part of the quality concept. We consider food safety as the most basic aspect of food quality and as an aspect that is prominently of public interest. Still, it is a highly relevant quality attribute for marketers and traders, . Altogether, food quality and safety are central issues in today�s food economics, since quality and safety perceptions are linked to food choice and consumer demand (Grunert, 2005). It is sometimes argued that safety should not be an argument for marketing, since it is plainly a consumer right and the public bodies simply need to enforce the existing regulation. This may be agreed upon at a national level, where compliance with food safety regulations is the common mandatory base for producers, traders, and consumers. However, additional food safety may also become a differentiation instrument in certain situations (Hooker et al., 1999). For instance, the emergence of safety-related food crises often has rocked this certainty. On an international level the existence of different safety standards may play a role both in marketing and in international trade issues as a differentiation factor. Together with the intervention of public authorities, food quality differentiation initiatives related to food safety are often deemed necessary and are undertaken by market participants. For example, in the last decade many public and private standards on food safety and quality have been developed (Trienekens and Zuurbier, 2008). In this respect, the article "Willingness to Pay for Imported and Seasonal Foods: A UK Survey" authored by Matthieu Arnoult, Alexandra Lobb, Richard Tiffin, considers consumer preferences for locally produced versus imported foods. The issues they investigate relate to designated origin certification for Organic and GM free status and the issue of addressing preferences towards locally produced food. The existence of different (and higher) food safety standards may well be interpreted as a possible motivation for this preference for domestically produced or locally produced food in a developed area like the UK. In other contexts, where confidence in the capacity of local public authorities and operators to enforce a sufficient level of quality assurance is lower, these differences may be considered as key factors for "export quality" domestic production, or imported products from areas with a better reputation on their safety regulations. Moreover, the level of perceptions of effective food risk management may be negatively affected, for instance, by skepticism about risk assessment and communication practices (van Kleef et al., 2007). In this respect, Europe has drastically reformed Agriculture Policy by creating conditions to guarantee quality and sustainability of production and safety for consumers. In the Chinese market, for instance this may orient preferences of consumers towards organic products with the EU quality label, rather than for the domestically produced organic food. This topic is also important outside of European borders and beyond the better developed economic areas. In the article "What Impact Are EU Supermarket Standards Having on Developing Countries Export of High-Value Horticultural Products? Evidence from Kenya" authored by Solomon Asfaw, Dagmar Mithofer, Hermann Waibel, the consequences of the attempt of European Union (EU) retailers to set global benchmarks for the production of fresh food on producers in Kenya are analyzed. The authors find that compliance with the standards set up by the retailers has an impact for developing countries small-scale producers, but that small-scale producers can also benefit substantially from adopting the standard at the farm level. The marketing of quality food products generates important opportunities for increasing relationships among Europe and other countries, both on the export and import side. These opportunities â�� along with the related exploitation of the opportunities created by growing world trade flows and growing markets for organic and quality food â�� have increased the need of specific competencies and skills in the marketing and trading of food products having specific features. Under the pressure of increasing international and EU demand for safe, high-quality and environmentally-friendly food products and a domestic push for safer food, developing countries also are starting to open the doors to new concepts such as EU organic and geographical indication foods. A great debate is currently ongoing regarding geographically indicated foods, together with the push towards the globalization of markets. Interesting discussions concern the ability of these marketing tools to increase the welfare of consumers, as well as to induce local development and benefits for producers and local communities. The marketing of quality food products is probably much more demanding than trading of agricultural and food commodities. In this respect, the adoption of food value enhancement tools (such as, for instance, EU food quality marks and regulations) might play a key role. They can help both in guaranteeing food safety and quality and in promoting traditional food specialties, stimulating the development of rural areas, of local markets and small and medium-sized enterprise marketing networks designed to promote regional specialty food products (O�Reilly and Haines, 2004). In this area we propose the article "Geographical Indications of Origin as a Tool of Product Differentiation â�� The Case of Coffee" authored by Ramona Teuber. This article starts from the recent acceptance of the term Caf�© de Colombia as a Protected Geographical Indication (PGI) in the EU and the Ethiopian Trademark Initiative document to highlight the increasing engagement of coffee-producing countries to achieve an appropriate legal protection for their GIs. With her results from a hedonic pricing model based on internet auction data for single-origin coffees, Teuber goes on to show that the country and the region of origin is already an important determinant of prices paid by importers and roasters, and the legal protection offered by the EU regulation on GIs may play a relevant role in marketing quality products. In the area of organic food, we include in this special issue two articles, dealing with different aspects. In "Consumer Willingness to Pay for Organic Food in Urban Turkey" authors Sedef Akgungor, Bulent Miran, and Canan Abay explore the Turkish consumersâ�� perceptions of organic food regarding food safety and the tradeoffs made between chemical residues and cosmetic quality in purchasing fresh fruit. The discussion of this issue is of outmost importance in a country at the border of the EU single market where organic food already represents a well-established niche or segment. The article "Equivalence of organic standards as a signal of affinity: a gravity model of Italian agricultural trade" by Maurizio Canavari and Nicola Cantore deals with a macro marketing issue. The authors assume that the equivalence of organic standards between Italy and extra-European countries could represent a good â��proxyâ�� for affinity in bilateral trading relationships concerning the agricultural sector as a whole. Moreover, they hypothesize that affinity of political, cultural and social practices among different regions in the agricultural sector affect the trade volumes. However, the requirements for setting up successful initiatives and for taking advantage of the opportunities given by the quality food markets are much higher than just setting up standards. The Italian market has been an important arena for such issues. For instance, the adoption of food value-enhancement tools such as EU local and traditional food quality marks and regulations has certainly been successful in some cases, but has been disappointing in others. In our opinion, these mixed results are mainly due to the lack of consideration of a comprehensive marketing strategy and are useful in understanding differences in the effectiveness of such tools. Moreover, the adoption of common food value-enhancement tools enlarges the scope of food supply networks in international markets and affects consumers� confidence and willingness-to-pay. In this context, delicate issues such as information asymmetry, quality assurance, quality management, and third party certification play a relevant role. This has implications for policy makers, since supply chain governance may range from hierarchy-like modes of organization, to market-like governance modes (Raynaud et al., 2005). Traceability is a recent example of a quality assurance instrument that scientific literature hypothesizes could play a role in resolving information asymmetry (Hobbs, 2004) and have a value for consumers (Hobbs et al., 2005). As noted by Verbeke (2005), segmentation and targeted information provision are potential solutions to market failure from information asymmetry. The topics of international standards, quality management systems, reliability of third-party certifications, and the interactions with the food market conditions are discussed in the article "Competition and Credibility of Private Third-party Certification in International Food Supply" authored by Sven Anders, Diogo M. Souza Monteiro, and Elodie Rouviere. The assumption is that third-party certification can only provide credible market signals if it operates objectively and independently, and the potential trade-off between certifiersâ�� objectivity and the level of competition in the market for third-party certification of quality foods is investigated. The seven articles presented in this special double issue represent just a narrow view of the topics that may be included within the scope of marketing for quality food products. Together with the tools that are typical of agricultural and food economics, including the use of a macro marketing approach to derive policy implications, there is a need for further instruments that enable analyses that can provide better insights on the mechanisms governing the behaviour of economic actors from a micro marketing perspective, also with the aim of suggesting managerial implications. For this reason, it is also necessary to deepen the knowledge on methodologies and techniques that take into account the specific nature of food products, without renouncing the decision to consider them as differentiated goods. Marketing management theory and practice, institutional economics, social networks analysis, consumer science, and similar disciplines may allow us to borrow the instruments to explore the diversity of food consumers and markets. This should make us able, for instance, to explore consumer preferences, purchase intentions, or willingness to pay, or to analyze the food networks and companies� behaviour in contexts that are unfamiliar to the company management, where a changing and different cultural environment may create problems with the usual way of conducting business. References Grunert, K. G. (2005) Food quality and safety: consumer perception and demand. European Review of Agricultural Economics, 32. 369â��391. Hobbs, J. E. (2004) Information asymmetry and the role of traceability systems. Agribusiness: An International Journal, 20. 397â��415. Hobbs, J. E., Bailey, D., Dickinson, D. L. & Haghiri, M. (2005) Traceability in the Canadian Red Meat Sector: Do Consumers Care? Canadian Journal of Agricultural Economics/Revue canadienne d�agroeconomie, 53. 47â��65. Hooker, N.H., Nayga Jr., R.M. & Siebert, J.W. (1999) Producing, Preserving, and Marketing Food Safety Attributesâ��Preserving and Communicating Food Safety Gains, American Journal of Agricultural Economics, 81. 1102-1106. O�Reilly, S. & Haines, M. (2004) Marketing quality food products - A comparison of two SME marketing networks. Food Economics - Acta Agriculturae Scandinavica, Section C, 1. 137â��150. Raynaud, E., Sauv�©e, L. & Valceschini, E. (2005) Alignment between quality enforcement devices and governance structures in the agro-food vertical chains. Journal of Management & Governance, 9. 47â��77. Trienekens, J. M. T. & Zuurbier, P. (2008) Quality and safety standards in the food industry, developments and challenges. International Journal of Production Economics, 113. 107â��122. Van Kleef, E., Houghton, J. R., Krystallis, A., Pfenning, U., Rowe, G., Van Dijk, H., van der Lans, I. A. & Frewer, L. J. (2007) Consumer Evaluations of Food Risk Management Quality in Europe. Risk Analysis, 27. 1565â��1580. Verbeke, W. (2005) Agriculture and the food industry in the information age. European Review of Agricultural Economics, 32. 347â��368.

Abstract: Purpose � The paper is aimed at developing a hierarchical typology of trust elements for B2B trade among European companies in the food sector. Design/methodology/approach � The study integrates desk research literature study and a qualitative survey of food industry companies. An extensive literature review about inter-organizational trust lays a foundation for designing a draft typology based on previous studies, with special attention paid to the influence of culture. Fine-tuning and validation of the typology is achieved through an exploratory field study based on 18 qualitative in-depth interviews with key informants in five EU countries, involving practitioners from the fresh fruit and vegetable, grain, meat, and olive supply chains. Findings � A detailed typology of trust is developed. Although it is highly specific to the food industry, it is designed to be neutral to culture and sector, thus allowing the identification of differences in culture when dealing with trust building elements in different sectors in the food supply chain. Research limitations � Since the buyer�s perspective is adopted in this study, further research is needed to validate the typology on the seller side. The typology developed here must also be tested in practice, for instance within a descriptive research quantitative study, aimed at quantifying the relative importance of the different trust elements. Practical implications � The typology stimulates the consideration of cross-cultural or cross-sector differences in the salience of trust attributes and its construction process confirms that reputation management is an extremely important determinant of success or failure. It can serve as a checklist for any company that is interested in improving its relationships with suppliers or buyers. Originality/value of the paper � The paper adds to the body of knowledge about inter-organizational trust, providing researchers with a useful tool for conducting experimental research on trust creation mechanisms.

Abstract: The literature about gravity models stresses that bilateral trade flows among countries is influenced by GDP factors and transaction costs. If compared to the previous literature our paper shows a twofold novelty. First, at the best of our knowledge it is the first attempt to analyse the bilateral trade of agricultural goods for Italy by a cross country and panel analysis in a gravity model and second it provides an original specification for transaction costs. In particular, we assume that the level of organic certification standards equivalence between Italy and extra-European countries could represent a good �proxy� for affinity in bilateral trading relationships concerning the agricultural sector both for organic and non organic products. Interestingly we find that the absence of specific import equivalence rules between Italy and other extra-European countries decreases the level of bilateral trade. The policy agenda about equivalence of the organic agricultural standards should be tackled in the context of a more complex agenda concerning the affinity of political, cultural and social practices among different regions in the agricultural sector.

Abstract: Purpose - The paper concerns traceability as part of information management in the fruit supply chains of Emilia-Romagna, Italy. A review of the rules in use for traceability distinguishes between baseline traceability and traceability plus (T +), which encompasses many further embedded value attributes. Design/methodology/approach -� Qualitative study involving in-depth interviews with key informants in the Italian fresh produce chain. Findings -�� Findings are discussed in terms of different themes including identification of three distinct types of supply chains and the impact upon them and categorisation of traceability systems across the different chains. Identified are the impact of information systems management; purchasing management; product management transaction costs; and co-ordination issues. Research limitations - The studyâ��s findings are based upon Italian fresh produce traceability context only. Practical implications - Elements of competitive strategy are considered in the analysis of fruit supply chains of Emilia-Romagna, to demonstrate that not only strategic but also operative choices determine the way a single firm or fili�šre manages traceability and information issues. Applications of such elements to buyer and seller selection as well as to competing retailers of the fruit supply chain, verify the hypothesis. Originality/value of the paper - The paper adds to the body of knowledge surrounding prior studies on the development of traceability systems and develops further the analysis of legal and value-adding dimensions of traceability.

Abstract: E-business adoption rates in the agri-food sector are rather low, despite the fact that technical barriers have been mostly overcome during the last years and a large number of sophisticated offers are available. However, concerns about trust seem to impede the development of electronic relationships in the agri-food sector as trust is of particular importance in any exchange of agri-food products along the value chain. Drawing on existing research, characteristics and dimensions of trust are initially identified both in traditional and in electronic B2B relationships and a typology of trust is proposed. The aim of the paper is to provide an overview of the implementation and use of trust elements at a-commerce offers dedicated to the agri-food sector. This assessment will show the current situation and discuss gaps for further improvement with the objective to facilitate the uptake of e-commerce in the agri-food sector.

Abstract: Kamut® is a special durum wheat variety with distinctive marketing characteristics that include nutritional/health aspects, ethical/environmental issues, and organic production method considerations. Italy is one of the most important markets in the EU for Kamut-based products. Kamut® is imported and sold primarily in specialized food stores. The main objective of this article is to evaluate the potential interest of Italian large-scale retail chains in marketing this type of product and how large-scale retailers could extend their market potential. An explorative analysis approach was applied via in-depth, semistructured qualitative interviews with Italian large-scale retail buyers and marketing managers. Both a heuristic and a quantitative content analysis of the interviews, and conceptual mapping were performed on the transcripts. The results allow highlighting motivating and limiting elements associated with trade implications.

Abstract: Business-to-business (B2B) e-commerce is an innovative use of information and communication technologies (ICT) and refers to the exchange of goods and related information between companies supported by Internet-based tools such as electronic marketplaces (also called electronic trade platforms) or online shops. It provides opportunities for cost-efficiency in supply chain management processes and access to new markets. With regard to the food sector with its chain levels input � agriculture � industry � retail � consumer, B2B e-commerce would take place in the exchange of food products between all levels except retail to consumer (business-to-consumer e-commerce). B2B e-commerce demonstrated to be able to bring key advantages and potentials for European consumers and the European food sector, for instance easier traceability, cost-efficiency in supply chain management processes, better competitiveness, lower transaction costs, etc. In recent years, the availability of sophisticated B2B e-commerce technology improved tremendously and the applications became more powerful, flexible, and user-friendly. However, the �European e-Business Market Watch� initiative from the Directorate-General Enterprise and Industry from the European Commission showed that only large multinationals exploit the potentials of B2B e-commerce. SMEs instead, which create the largest share of turn over in the European food sector and therefore create jobs and welfare in Europe, are reluctant to take up existing B2B e-commerce technologies into their supply or selling operations. Trust issues were identified as one of the factors hindering adoption of this new technology among SMEs. In this paper, different food chain scenarios with their transaction processes and risks regarding food quality and food safety and related trust elements are analysed and differences in trust in several European food chains need to be considered within the context of the existing scientific literature. We identify food chains with trans-European cross-border exchange of food and international food chains in order to analyse the transaction processes and typical risks regarding food quality and food safety. The analysis focuses on trans-European cross-border and international food chains with their chain levels (e.g. production to wholesale trade, wholesale trade to industry, or wholesale trade to retail). In particular, it regards the food categories meat, grains, fresh vegetables, and fresh fruits and the particular risks regarding food quality and safety along the chains. The results are useful to identify relevant trust issues within the food supply chains, which can be addresses by innovative and trust building features of the B2B e-commerce tools.

Abstract: L�analisi del rapporto tra alimentazione e salute secondo le dimensioni innovazione, sicurezza e benessere viene svolta considerando la prospettiva degli economisti agro-alimentari. Relazioni e significati sono affrontati definendo quindi coerentemente il campo di osservazione e le scelte adottate. Lo strumento utilizzato per l�indagine è un originale analisi quali-quantitativa dei contributi degli economisti italiani (pubblicazioni, convegni) inerenti all�ambito di analisi. In particolare si sono esaminati i contributi pubblicati in alcune delle principali riviste italiane del settore, i convegni organizzati a livello nazionale ed europeo dalle principali società scientifiche. Si propone una classificazione coerente con l�analisi, temporalmente limitata agli ultimi 8 anni. Tale classificazione diviene il database strumentale allo studio. La classificazione adottata per l�analisi dei contributi di ricerca si è avvalsa di ricerche analoghe svolte in ambito internazionale. Dalla lettura di tali studi è stato possibile elaborare e definire un modello di riferimento originale, funzionale agli obiettivi della relazione. Dall�analisi del database scaturiscono informazioni multiple relative: alla tipologia di indagini svolte (case study, bibliografiche, settoriali, ecc.), ai filoni di ricerca maggiormente percorsi (ambito produttivo, fase al dettaglio, fase al consumo, ecc.), alla tipologia di metodologie adottate (quantitative, qualitative, ecc.) e alla loro classificazione, al destinatario della ricerca (ricerca pura, decisore pubblico, imprese, ecc.). I risultati sono espressi secondo differenti approcci e strumenti considerando anche le possibili variabili esogene presenti nella realtà. L�analisi ha permesso di individuare quali sono gli ambiti di ricerca che interessano il rapporto tra alimenti e salute nei quali sono maggiormente coinvolti gli economisti agro-alimentari. Inoltre, è stato possibile descrivere quali, a nostro avviso, sono, potrebbero o dovrebbero essere i gli sviluppo delle ricerche in materia evidenziando i limiti e le prospettive.

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Abstract: This study assesses consumers' willingness to purchase genetically modified (GM) food products with two different types of benefits: an input (i.e., reduced pesticides) and an output trait benefit (i.e., nutritionally enhanced). Data were collected using a telephone survey of an Italian households sample. Discrete choice approach is used to elicit the purchase intentions of the respondents. Four separate probit models are estimated to examine the effect of various factors on choices. Results suggest that majority of Italians are not willing to buy GM food products even if they are nutritionally enhanced. However, more consumers are willing to buy a nutritionally enhanced plant based GM product than a traditional plant based GM (with input trait benefit). Willingness to buy for a nutritionally enhanced animal based GM product and for a traditional animal based GM product with input trait benefit are similar. Consumers unwilling to buy GM food would not buy it even if it is nutritionally enhanced and has lower price. However, there is a niche of consumers who are willing to buy nutritionally enhanced GM food products even at a premium. Knowledge of science and trust in scientists consistently affect Italian consumers' willingness to buy the GM products. JEL classification: Q13, Q16, Q18, D12, M31

Abstract: Purpose � Food products' ultimate destination is intended for the general public, but those who supply the international markets are usually composed of a relatively small group of businessmen including international buyers, purchasing agents and importers. Understanding the motivation behind their purchasing decisions and the perceptions they have of the source countries can be considered a key factor in developing a successful marketing approach. This paper focuses on understanding the position of such a powerful minority towards imported Italian, high-quality agro-food products in China, as well as the current communication, marketing, strategic and organizational approaches of Italian producers, especially compared to other European competitors. Design/methodology/approach � An exploratory approach based on qualitative interviews is adopted, with the aim of highlighting Chinese perceptions regarding Italian food suppliers' relevant strengths and weaknesses. The primary data were collected through personal interviews with 25 key informants in Shanghai, Beijing and Guangzhou. Findings � Survey results indicated that while Italian products are appreciated, current market shares remain inferior to other countries due to inadequate marketing strategies and low investments in promotion. Price sensitivity of Chinese consumers, less-established distribution channels and competition with local products hindered further the market penetration. Originality/value � At the best of our knowledge there is no prior research concerning the gatekeepers attitudes towards quality food in the Chinese market. The paper provides a useful insight into a topic that is relevant togathers of marketing intelligence and planners of marketing strategy for China's market access in the rapidly changing and highly competitive food trade environment.

Abstract: Vertical coordination in food networks is characterized by dynamically changing supply and marketing relationships. E-business provides support and improvement options for vertical coordination processes in food networks. However, adoption of e-business in food networks is low as available e-business offers, as the communication of safeguards for trust and control as a basis for the transaction decision is not realized appropriately. This article analyzes decision preferences for trust generation as the basis for the design of e-business environments for food networks. The analytic hierarchy process is applied to prioritize preferences for different transaction scenarios in food networks. [JEL classifications O140, O310, O320]. r 2008 Wiley Periodicals, Inc.

Abstract: Viticulture and oenology in Romagna can boast a distinctive cultural tradition: Romagna wine makers are recognised to be able to reach high standards, and wine produced in this area seems to fit the attributes identifying a �typical� product connotation. This study considers the general potential for use of electronic commerce as a meaningful instrument for selling in global markets a product which is firmly linked to locality. Its specific objective is to evaluate the level of e-commerce readiness for Romagna wine producers via a questionnaire survey administered to the members of the protection consortium �Ente Tutela Vini di Romagna�. The main issues addressed in the analysis will be the role played by the attribute �area of origin� on present marketing initiatives taken by the producers, and whether e-commerce can be considered a viable approach to improving the value of Romagna wines.

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Abstract: The balsamic vinegar of Modena (BVM) is one of the most popular among the emerging Italian food products worldwide. This industry is characterised by a strong heterogeneity of the operators and by a relevant growth of sales and export. The paper first describes the main features of the market environment and the factors allowing all the BVM producers to gain a competitive advantage and their ability to compete. A perceptual competitiveness map of BVM industry describing the competitive environment and highlighting the competitive factors managed by the enterprises is drawn using discriminant analysis and cluster analysis is also applied to group the operators according to their position in the marketplace and competitive features. The study may be useful to identify new opportunities for company differentiation and potential market niches or market segment with a lower level of competition. The analysis highlights that there is a low level of differentiation amongst the competitive arena, and the opportunities for differentiation are linked to the following main drivers: an increased perceived level of quality, the introduction of a new innovative products, the management of price lever and the identification of new attractive markets.

Abstract: L�obiettivo del presente studio è stato esplorare la percezione dei benefici di tipo pubblico e privato relativamente alla frutta proveniente da coltivazioni biologiche dei cittadini dell�area urbana di Bologna e la conseguente disponibilità a pagare (DAP) sia per una tassa che prevedesse l�abolizione dell�uso dei fitofarmaci di sintesi, sia per un premium price per il prodotto biologico. Per raggiungere l�obiettivo è stata realizzata un�indagine a mezzo questionario condotta presso alcune insegne della grande distribuzione (GD) e via Internet. I risultati provenienti dalle stime econometriche evidenziano che i consumatori intervistati risultano sensibili alle problematiche esplorate nel presente lavoro e che la DAP è rilevabile in larga parte del campione. In particolare, si rileva però che il premio di prezzo che il consumatore è disposto a pagare è in molti casi inferiore al differenziale presente sul mercato, per cui si valuta che esista ancora un consistente potenziale di crescita del mercato in caso di riduzione di tale differenziale.

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Abstract: Income growth in highly industrialised countries has resulted in consumer choice of foodstuffs no longer being primarily influenced by basic factors such as price and organoleptic features. From this perspective, the present study sets out to evaluate how and to what extent consumer choice is influenced by the possible negative effects on health and environment caused by the consumption of fruit containing deposits of pesticides and chemical products. The study describes the results of a survey which explores and estimates consumer willingness to pay in two forms: a yearly contribution for the abolition of the use of pesticides on fruit, and a premium price for organically grown apples guaranteed by a certified label. The same questionnaire was administered to two samples. The first was a conventional face-to-face survey of customers of large retail outlets located around Bologna (Italy); the second was an Internet sample. The discrete choice data were analysed by means of probit and tobit models to estimate the utility consumers attribute to organically grown fruit and to a pesticide ban. The research also addresses questions of validity and representativeness as a fundamental problem in web-based surveys.

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Abstract: Reports the first results of a study on how increased awareness of food safety can influence consumer behaviour regarding specific products. Looks into consumer attitudes towards organic apples by means of a survey conducted among customers of large retail outlets located in Emilia-Romagna (Italy). Analyses consumer attitudes toward organic food, studying the price/quantity/quality relationship for this type of product. Consumers were directly interviewed at retail outlets, A questionnaire consisting of the following four sections was used: fruit consumption; pesticide abatement; organic fruit and organic apple demand; and demographic profile of respondent. Presents the results of the preliminary test phase of the survey. The pre-test results are quite encouraging and enable us to start the final investigation round. The survey will continue in three rounds over a 12-month period, trying in this way to override the relatively high seasonality of apple consumption.

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Abstract: In an international trade context, environmental elements (e.g. the introduction of organic agriculture) and the role of the country of origin/production could influence the market of destination. This study is aimed at describing how qualitative research methods may help deepening the knowledge about interest towards organic products imported from Thailand: Kamut�® wheat, and organic Rice and Tapioca. In the case of Kamut-based-products 21 individual interviews were conducted with Italian large scale retailers, while in the case of products based on Thai rice and tapioca, 4 focus groups with European consumers in Germany, in Greece, in Italy, and in Scotland have been administered. The individual and group interviews were recorded, transcribed and analysed using a qualitative approach. In both cases a list of semantic categories was created, explained and supported by analysing the discussions using content analysis techniques. According to these results, survey participants did not know much about these products, especially about tapioca. In general, Thai organic rice was perceived by the interviewed consumers as a ��different type�� of rice and tapioca as a ��new food product��. Also Kamut�® wheat was perceived by the interviewed retailers as a ��new product��. As relevant attributes the survey participants tend to favour the product��s nutritional aspects, followed by taste and smell, as well as a series of social and environmental benefits. The information obtained could be useful in further exploration of this topic, but it needs to be tested with a quantitative approach.

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Abstract: Fresh fruit and vegetable is a dynamic and innovative industry evidencing relevant changes in the organization of inter�firm business relationships. In the supply chain based competition environment of today�s world markets, relational approaches between the main actors of agribusiness marketing chains evolve. A decisive element for organisation of the local production and marketing system is that retailers transformed themselves from resellers of products to actors that play a critical role in product development, branding, supplier selection and distribution. The paper reports results from two case studies in Germany and Italy showing that the continuing concentration process on the distribution level as well as the management of the marketing chain exerted by the buying side interfere with the integrity of the regionally consolidated horticultural production and marketing system � characterised by close and frequent interactions between the horticulture business participants. Aim of the study is exploring the structure and coordination mechanisms of fresh�vegetable chains in Europe on a regional level. A value�chain approach was chosen to be the main analytical tool due to its effectiveness in explaining the distribution of tasks, risks, responsibilities and margins along the market chain. The analysis is complemented by a cluster�approach technique to determine interdependent relationships between regional cooperation forces and the development of regional economies. The interviews of both case studies, Germany (19) and Italy (18) have been fully transcribed. The first case study was conducted in Germany, Palatinate, which is an important fresh vegetables production region. In the second case study, Italy (Emilia-Romagna and Veneto, which are important for fresh vegetables and fruit production), the existence of a fresh vegetable cluster was not that clear. Emilia�Romagna is especially characterised by a high concentration of distribution and logistic operations related to produce coming from several areas in Italy and Europe. In the current phase of research, results of the study are still preliminary. The qualitative and time�consuming analysis of the interviews to extract central concepts is still in progress. In a further step, after single case analysis, a cross�case�analysis of the concepts will be conducted to elaborate similarities and differences.

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Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumers� Choices and Farmers� Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumer�s needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.

Abstract: Opportunities coming from electronic commerce provide interesting support options for the agrifood sector. However, due to the product specific information asymmetry in the agrifood sector, the anonymity of the medium creates a lack of trust increasing transaction costs to engage in e-commerce. This paper develops a trust model for electronic commerce in the agrifood industry allowing for the analysis of trust determinants in traditional agrifood transaction relationships and their transfer to appropriate trust determinants in the e-commerce environment. First experimental results validating the suitability of the model to derive appropriate electronic trust generating elements for a given agrifood transaction environment are presented.

Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumers� Choices and Farmers� Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumer�s needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.

Abstract: This study is aimed at evaluating the ability of voluntary standards to satisfy the needs of large retailers towards their suppliers. Large retail companies operating in the Emilia-Romagna region were asked to participate in the survey. An analysis of the main requirements set by large retail chains to their suppliers, of the underlying needs these retailers want to satisfy, and of the role of standards and certification in the selection of suppliers process was performed. A perceptual map of different quality assurance schemes was also drawn. The results of the analysis suggest that, while the ability to apply the quality assurance methods is crucial, certification is generally not seen as a discriminant attribute for the supplier.

Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumers� Choices and Farmers� Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumer�s needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.

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Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumers� Choices and Farmers� Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumer�s needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.

Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumers� Choices and Farmers� Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumer�s needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.

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Abstract: We focus our analysis on the coordination of relationships in horticulture business and its impact on competitiveness. Special attention is given to the question how tighter relations between retailers and their fresh vegetable suppliers interact with the organisation of the local production cluster. This paper cites results from two case studies in Germany/Palatinate and Italy/Emilia-Romagna/Veneto. In-depth interviews with central business participants (producers, cooperatives, traders, retail, breeding companies, research) allow to uncover multifaceted aspects about imbalance in retailer-supplier relationships, the influence of mentality and tradition on cooperative capability and the influence of external events on chain governance. Aim is to assemble a complex-variable causal model to find regularities of regional horticulture business and value chain coordination in different socio-cultural contexts. This causal model is expected to provide starting points for further research about the interplay of local production networks and value chain coordination.

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Abstract: Concerns about trust put barriers in the development of electronic relationships particularly, in the agri-food industry where trust is not mediated appropriately often due to difficulties to examine food quality, since no examination is possible in some e-commerce environments. This paper aims to present the initial stages of the project �¢â�¬��e-trust�¢â�¬�� which was established with the purpose of exploring the issue of trust and its role in the uptake of e-commerce technologies by SME�¢â�¬â�¢s in the agri-food sector. In this paper, the trust typology which forms the first step of the project is presented and analyzed. The typology was developed based on the review of the literature and was then tested by the means of interviews with a number of companies. In addition, the paper explores electronic initiatives of trust related to the proposed typology and finally, reports on the activities that will be carried out as well as expected results.

Abstract: A tree-shaped typology of trust elements for B2B trade among European SMEs in the food sector is presented. It is a basis for EU project "e-Trust" (www.etrustproject.eu) that has the objective of facilitating the adoption of e-trade in the food sector. The typology is based on three sources: theory of national cultures, literature review about trust research in the agro food sector, and dedicated interviews of agro food buyers in five EU countries. The typology is generic, but with a view to adapting it to B2B e-business. It can be used as a checklist by any company that is interested in improving its relationships with suppliers or buyers. It enables a structured analysis of stronger and weaker points.

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Abstract: Vertical coordination in food networks is characterized by dynamically changing supply and marketing relationships. E-business provides support and improvement options for vertical coordination processes in food networks. However, adoption of e-business in food networks is low as available e-business offers as the communication of safeguards for trust and control as basis for the transaction decision is not realized appropriately. In addition, trust generation is highly subjective and influenced by the cultural background of a person. This paper analyzes decision preferences for trust generation as basis for the design of e-business environments for food networks. The analytic hierarchy process is applied to prioritize preferences for different transaction scenarios in food networks.

Abstract: Kamut® is a registered trademark cereal (an organic crop) whose origins are much older; it has Egyptian origins and at the present time it is grown in different areas of the world (mainly in Montana and Canada), but considering the agronomic requirements of this crop, the tests in Thailand are the most reliable. Evaluation of the interest of retail distribution chains for Kamut-based products belongs to the researches regarding the evaluation of the quality food products trade. In this case, countries involved are Thailand, one of the most important producers, and Italy, one of the most important market of the EU. Qualitative analysis technique was the most appropriate tool. This survey consisted of in-depth semistructured interviews directed at Italian large scale retails (purchasing and marketing managers). The final information were obtained through a subjective analysis of the content of the interviews� summaries, a statistical analysis of the content of the interviews and the creation of conceptual positioning maps. The awareness of the product, the communicative factor, the consumers� reactions, the specific requirements of the distribution chains and production areas are some of the most important elements that can influence the creation and the development of a international trade relationship.

Abstract: Vertical coordination in food networks is characterized by dynamically changing supply and marketing relationships. E-business provides support and improvement options for vertical coordination processes and flexible supply chain management in food networks. However, adoption of e-business in food networks is low as available e-business offers as the communication of safeguards for trust and control as basis for the transaction decision is not realized appropriately. This paper analyzes decision preferences for trust generation as basis for the design of e-business environments for supply chain management in food networks. The analytic hierarchy process is applied to prioritize preferences for different transaction scenarios in food networks.

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Abstract: E-commerce and its potentials for efficiency in transactions offers important potentials for the competitiveness of food chains. However, existing e-commerce solutions lack trust generating elements to make ecommerce transactions trustworthy for food companies. To be able to exploit the potentials of e-commerce for efficiency and competitiveness in food chains, trust generation in electronic transaction environments is essential. This papers develops trust elements for electronic transactions in food chains. First, the hierarchy of trust elements based on expert judgments operating in agri-food chains was explored. Three categories of trust factors were elaborated, namely: ?share of significances and motivations?, ?reliability and reputation?, and ?integration availability and non-opportunistic behaviour?. Furthermore, within the above mentioned categories, six trust specific factors were identified. The Analytic Hierarchy Process technique was adopted to investigate and evaluate the relevance of the considered components. In this way it was possible to define a priority between the identified elements on their capacity to stimulate trust in B2B relations in a specific context. The hierarchical model defined in this way seems capable to assign a priority order to the elements inspire trust during e-trade relationship in the agrifood chains. Further investigations are needed to test the validity of the construct into a real business environment.

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Abstract: This paper discusses traceability as part of information management in fruit supply chains of Emilia-Romagna, Italy. A review of the rules in use for traceability distinguishes between a proper traceability and a traceability plus (T ), embedded of many value attributes. Elements of competitive strategy, considered in the analysis of fruit supply chins of Emilia-Romagna, try to demonstrate that not only strategic but also operative choices determine the way a single firm or filiere manages traceability and information issues. Applications of such elements to buyers and sellers selection as well as to competing retailers of fruit supply chain, verify the hypothesis.

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Abstract: Trust is recognised as an important component for Business-to-Business (B2B) e-commerce success and consolidation among the agribusiness operators, but few studies link trust and e-commerce in agri-food markets. The implementation of trust into technical and organisational solutions is a prerequisite for using the Information and Communication Technology (ICT) potential in the agribusiness network. This paper is aimed at identifying trust-building factors, or trust drivers, in agri-food business relationships, in order to transfer them into computer-mediated business relationships (CMBR). First, the literature on trust both in the general agri-food environment and in e-commerce situation is considered. Then, linkages between these two items were explored through focus group (FG) interviewing. The FG, was held in Italy in April 2004, and involved a group of experts of several industries and levels within the agri-food chains and ICT experts. A content analysis of the meeting verbatim and further elaboration with multidimensional scaling techniques allows for drawing a perceptual map of the dimensions of the logical construct of trust in agri-food e-commerce. Finally, these results are the basis for the elaboration of a first hierarchy of factors, used within an Analytic Hierarchy Process (AHP) framework. The aim of this procedure was to assess the importance of the factors and to evaluate several alternative tools for CMBR, entailing different trust-building characteristics. Preliminary outcomes are consistent with the literature on trust, even if the trust logical framework is affected by the specific context. The main trust dimensions for CMBR in agribusiness are reputation, nonopportunistic behaviour, and integrity according to shared values. The context may influence both the type of factors associated to the relevant dimensions, as well as their relative importance in relationship with the primary goal of building trust, so that in different scenarios both factors importance and hierarchies may be different.

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Abstract: This paper explores the feasibility of developing organic livestock farming in the pastoral area of Xinjiang, in order to address the problems of grassland degradation and to promote the sustainable development of the grazing livestock sector. Research shows that organic grazing farming may reduce the stocking rate of grassland and relieve the strained relationship between animal and grassland, as well between man and nature. As a result, the value of multifunctional grazing systems may be more widely recognized. As well as including production and economic objectives, cultural, social and environmental implications will also be taken into account. Additionally, herders may also have an improved source of income to poor rural people. The potential markets for organic products are very big and the traditional ruminant livestock husbandry systems in Xinjiang are very close to organic livestock farming. It is considered necessary to change from a production-oriented approach to farming system research to a wider consideration of the systems and policies needed to support the development of organic grazing livestock alongside consideration of how to fund the relevant research and training and establish the systems of quality guarantee associated with organic production.

Abstract: The paper discusses the European organic agricultural sector from a socio-economical point of view and from a EU perspective. In the 1990s organic agriculture has known a strong development and today it is considered as a stable sector and with a certain economic importance inside agricultural sector. If originally organic food was the result of an ideological choice and was set inside the alternative culture in opposition to current models of economic development and social organisation, today it has the feature of an entrepreneurial phenomenon, belonging to a life style and to a finally acknowledged cultural model which is able to attract human and financial resources on its own, to produce profit and to satisfy a steadily increasing market. A description of the data obtained by the main available sources on organic food markets in Europe is provided, trying to analyse the present scenario for organic agriculture with the lenses of the 4Ps marketing management paradigm. The analysis may be useful to shed light on the several facets of the organic sector in Europe, and as a basis for further studies on the topic.

Abstract: China�s economy has grown at an impressive rate after the integration into the global trading system (WTO) in 2001, a major turning point in the Chinese economic history. The opening policy has increased business opportunities for both local and foreign operators; however, in spite of the great appeal of such cooperation, many obstacles yet exist: language, culture, education, business practices, and industrial development. Food products supply and access to the market are mastered by a relatively small group of businessmen: international buyers, purchasing agents, retailers and representatives of large-scale distribution chains. The perception they have of a potential source country is a key factor for a successful market approach. The present study aims at understanding the attitudes of distribution practitioners in the Chinese market towards imported Italian quality wine, as well as the current communication, marketing, strategic and organizational advantages or deficiencies of Italian producers, compared to other European counterparts. The primary data were collected through personal interviews with key informants in Shanghai, Beijing and Guangzhou. Such information has been completed with an analysis of the existing literature, meetings with sector operators as well as with talks and presentations of experts attending the �International Workshop on Chinese Wine Market�, held in Beijing on August 8-10, 2007. The interviews have been administered as conversation-like dialogues, on the base of a semi-structured interview outline, providing also the framework for a qualitative content analysis. This paper is aimed at giving an insight on import and distribution of Italian wine in China, highlighting both positive and negative feedbacks on the effectiveness of marketing strategies of Italian wine trading companies.

Abstract: China is the most important pear producing country in the world, and one of the most important as far as it concerns apples. Nevertheless, its international role is not so relevant: traded volume in relation to production is relatively small yet growing fast. Xinjiang is a large and mainly deserted region in northwest China that covers one-sixth of China�s land. However, thanks to abundant water resources, good lighting conditions and altitude, this area represents an ideal setting for pomefruit production, and has in fact a very long tradition. Unfortunately, due to a disadvantaged location and a poor economy this province do not attract enough capitals, passing unnoticed despite of its valuable resources. Economic analysis are therefore necessary to assess to which extent this market turns out to be approachable. The aim of this paper is to describe in detail the situation of the fruit growing industry in Xinjiang, as far as it concerns two important pomefruit varieties: Xiang Li pear, a local and very appreciated variety, and Fuji apple. After locating the most vocated producing areas for both species and identifying the productive standards, we then proceed on counting up the production costs, using a well-established methodology adapted to the particular situation. The target of the analysis are small and mid-size farms, since they represent the vast majority of the orchards of the area. The costs aggregates are: base orchard management cost (BOMC), farm full cost (FFC) and total production cost (TPC). These aggregates group together costs related to similar productive factors. The picture of the situation outlined by this survey is that of a marginal area, where however fruit growing, compared to other agricultural activities, grants a good income. It also emerges that fruit growers in Xinjiang (and in China), are hardly coming out of a situation of general backwardness, striving to adapt to a larger business mainly through exportation to other provinces. Farms are however mainly familiar and small, and only a few big local enterprises seem to possess the right requirements to give local production the right impetus to reach successfully outside markets.

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