Biancamaria Torquati

Consumatori e canali alternativi per il biologico: il caso del Gruppo Organizzato di Domanda e Offerta di aiab-Umbria

The present paper shows the results of a research carried out on a particular alternative food channel - the Organised Demand and Supply Groups (godo) of Umbria (Italy) managed by the Italian Association for Organic Agriculture (aiab). It is very interesting in terms of management, size (number of firms and consumers members involved) and relative growth rates. The analysis was carried out by systematising data and quantitative information available at godo and by administering questionnaires to consumers members in order to collect information about socio-economic characteristics and consumer behaviour. Then, the consumer profiles have been identified by the application of the Cluster Analysis. At last, the consumer profiles analysis has allowed us to formulate some suggestions in order to improve godo’s organization.

The Value of Traditonal Rural Landscape and Nature Protected Areas in Tourism Demand: A Study on Agritourists’ Preferences

This study focuses on how traditional rural landscape and proximity to a Natura 2000 Site of Community Importance (SCI) might influence consumers’ choice of an agritourism farm for a weekend stay. Data were collected in Umbria region’s (Italy) agritourism farms in 2014 by interviewing 160 tourists. Results from a discrete choice experiment reveal that the most important feature affecting the interviewees’ propensity to pay a premium price to stay in an agritourism farm is the well-preserved traditional landscape (willingness to pay 32.32€/night for two people), followed by the availability of a swimming pool (willingness to pay 20.95€/ night for two people), the proximity to a historical village (willingness to pay 18.37€/night for two people) and, the location in a Natura 2000 SCI (willingness to pay 13.57€/night for two people). Furthermore, the results underline how the preservation of the traditional landscape and protection of the surrounding environment play a strategic role in developing agritourism and provide economic benefits to local communities.

How Can Consumer Science Help Firms Transform Their Dog (BCG Matrix) Products Into Profitable Products

Abstract The aim of this work is to outline how research conducted in the area of consumer science (CS) can guide the marketing strategies of a medium-sized dairy interested in relaunching its traditional Italian dairy product. The subject of the study is the Pecorino cheese produced by the Cooperative Grifo Latte, which has all its plants in Umbria (central Italy). A decrease in Pecorino cheese sales suggested to the Cooperative to undertake “Actions to support the commercialization of Pecorino cheeses” as part of an integrated project for the production chain named “Grifo Latte.” Market research began from these results and set out to respond to precise questions identified by the Grifo marketing manager in collaboration with university researchers, who conducted the investigation: “What interest and perception do Umbrian consumers have of traditional Pecorino cheeses and Pecorino with health benefits?” “What reputation do Grifo cheeses have with Umbrian consumers?” “What is the trade-off between the trademark of protected designated origin (PDO) and the Grifo trademark?” The technique of choice experiments was used.

LEADER and Social Capital in Umbria: The Case Studies of Valle Umbra e Sibillini and Ternano Local Action Groups

The chapter contributes to the debate concerning the role of social capital in economic and local development, starting from the hypothesis that availability of economic and social resources – including networks – influence economic choices. The methodology is based on the use of indicators and indexes, derived in part from Social Network Analysis and elaborated from structured interviews with members and beneficiaries of two Local Action Groups (LAGs) in Umbria: Valle Umbra e Sibillini and Ternano. The research shows that both the LAGs were recognised as playing an important role in the local development of their territories, and through their activities, became a reference point for small and medium enterprises, as well as local institutions. At the same time, both LAGs could improve the collaboration network through better communication and empowerment of the actors involved.

Social capital and rural innovation process: the evaluation of the measure 124 “Cooperation for Development of New Products, Processes and Technologies in the Agriculture, Food and Forestry Sector” in the Umbria Region (Italy)

The most recent theories on innovation point out the role of social networks, demonstrating how knowledge is intertwined with network communities and social capital represents an essential factor to comprehend innovation. The social network dimension of the innovation process is also acknowledged in the actual definition of an agricultural innovation system (AIS). This study attempts to assess the role played by social capital in agricultural innovation projects co-financed by the Measure 124 of the Rural Development Program (2007-2013) of the Umbria Region (Italy), based on the analysis of 5 evaluation criteria (relevance, innovation, effectiveness, sustainability, and social capital) in relation to 8 selected projects. The obtained results confirm the validity of the proposed methodology both for the purpose of internal monitoring of the project and for the assessment of the measure on the basis of tangible and intangible factors, such as social capital.

Analisi strutturale e interpretativa dell’attuazione della Misura 1.2.4. del Programma di Sviluppo Rurale 2007-2013 in Umbria

Through the Measure 1.2.4. - «Cooperation for development of new products, processes and technologies in the agriculture and food sector and in the forestry sector» Umbria Region has started an important process of agricultural innovation adopting the principles of the Agriculture Innovation System (AIS). Through an integrated analysis of innovation management, this paper analyzes the initiatives planned by the Umbria Region for the agri-food sector through the Measure 1.2.4. (Innovation Action Plan, IAP) relating to the ability to innovate (Innovation capacity, IC) of the agri-food sector. Data were collected through a desk analysis concerning the 137 projects eligible for funding in the period 2009-2014.

Alternative Food Networks and sustainable local development: the experience of Organised Demand and Supply Groups

In this work, with the aim to contribute to the scientific debate on the role of Alternative Food Networks for sustainable local development, a particular organizational model - Organised Demand and Supply Groups (GODO) managed by the Italian Association for Organic Agriculture (AIAB) - has been studied. The GODO chosen as a case study - in a region of Central Italy (Umbria) - is very interesting in terms of organisation and size. AIAB coordinates channels and cultural groups. GODO is significant in terms of number of enterprises and family groups involved and relative growth rates. Analysis was carried out by systematising data and quantitative information available at GODO and administering questionnaires to collect information about effects on the local system of supply and demand for organic products and environmental impact in terms of food miles and CO2 emissions due to food transport.