Carlo Alberto Pratesi

Reducing food waste: an investigation on the behaviour of Italian youths

Purpose – The purpose of this paper is to assess the knowledge of youths concerning food waste as well as to identify factors that influence changes in behaviour concerning food wasted and planning shopping for preventing it. Design/methodology/approach – The data used were collected from a sample of 233 students at Roma-Tre University in Italy. Probit models were specified to identify factors affecting food waste reduction in both pre-shopping and consumption phases. Findings – Results show that the more aware youths are concerning food waste, the more likely they are to reduce leftovers. In contrast, the concern about food freshness increases waste. A greater awareness of the consequences of food wasted increases the likelihood that youths will make a shopping list. Research limitations/implications – The main limitation of the study can be found in the non-probabilistic sampling design used for the collection of data. Practical implications – This study provides information for both social marketers an...

Working toward Healthy and Sustainable Diets: The “Double Pyramid Model” Developed by the Barilla Center for Food and Nutrition to Raise Awareness about the Environmental and Nutritional Impact of Foods

The Barilla Center for Food and Nutrition has produced an updated version of the traditional food pyramid based on the Mediterranean diet in order to assess the simultaneous impact that food has on human health and the environment. The Double Pyramid Model demonstrates how the foods recommended to be consumed most frequently are also those exerting less environmental impact, whereas the foods that should be consumed less frequently are those characterized by a higher environmental impact. The environmental impacts resulting from three different menus were compared. All menus were equally balanced and comparable in terms of nutrition, but they differed in relation to the presence of absence of animal flesh and animal products. The first dietary pattern (omnivorous) included both animal flesh and products; the second (lacto-ovo-vegetarian) included animal products (eggs and dairy) but no flesh; and the third (vegan) was solely plant-based. The results obtained suggest that a diet based on the principles of the Mediterranean diet, as suggested by the Double Pyramid, generates a lower environmental impact compared to diets that are heavily based on daily meat consumption.

The case of Invernizzi (Kraft Italia)

After a number of years of advertising efforts aimed at sustaining the brand Invernizzi, in 2000 Kraft decided to focus its marketing efforts on sales growth. Its portfolio is composed of four different categories of fresh cheese; three of them are traditional Italian products (Mozzarella, Crescenza and Gorgonzola) and one (“Giravolte”) is a ready to cook cheese that, after its launch in 1998, achieved remarkable results. The brand Invernizzi (born at the beginning of the last century) has a good reputation in Italy especially among the baby boom generation. However from mid‐1990s (like other classic brands) it started to suffer increasing competition arising from private labels and low priced products. Italian consumers continue to expect quality, innovation and service but they are paying more and more attention to price. In this situation Kraft marketing management is wondering how much the company should invest in new products (like Giravolte) and what should be, in the portfolio, the role of the classic products that are still leading their markets.

La domanda di auto elettriche tra entusiasmi tecnologici e resistenze psicologiche: una ipotesi di segmentazione

Gli Autori propongono una segmentazione della domanda italiana di auto elettriche basata sull’attrattivita che alcune caratteristiche specifiche del prodotto esercitano sugli individui. Con la cluster analysis sono stati classificati 8.423 intervistati in quattro segmenti di mercato. I risultati dello studio offrono informazioni utili sia per gli operatori del settore, per il miglioramento delle loro strategie di marketing, sia per i policy maker per l’elaborazione di programmi tesi a favorire comportamenti collettivi piu responsabili. Forniscono altresi un contributo alla scarsa letteratura manageriale sul mercato dei veicoli elettrici puri e alla limitata conoscenza degli atteggiamenti degli italiani circa i prodotti ecologici.

Marketing food brands in Italy: a case study approach

Looks at the marketing of five Kraft Italia food products: Splendid, Sottilette, Milka, Hag and Philadelphia in Italy. Examines the changes in consumption rate and how marketing strategies for these products have developed. States that the lessons to be learned from these case studies could help encourage the development of effective marketing of other brands in Italy.

The case of Simmenthal, Italy

A computer analysis of the Italian canned meat market and a synthesis to bring out the salient factors to develop a strategic approach and definition of operating activities. Qualitative studies reveal a strong resistance in consumer attitudes, mainly due to prejudice. However, the recent research helps in the interpretation of these attitudes towards the canned meat market.

From the BCFN’s Double Pyramid to Virtual Water in the Production of Pasta Barilla

We realize that water is a resource only when it becomes scarce. Until now, the issue seemed to interest only the least fortunate countries in the world, but this could all change: firstly because “high-quality” water—non-polluted freshwater—represents only a small part of the planet’s reserves and secondly because of the increasing demand for water due to both the growing world population and more widespread wealth, which spurs more people in more countries to use (and waste) more water. Water use should be considered in both “real” terms (calculating the amount of water used for bathing, cooking, cleaning, etc.) and “virtual” terms (i.e., water footprint), estimating the total amount of water used in the entire life cycle of any product of service.

Is Healthy Eating Healthy for the Environment? Barilla Center for Food and Nutrition Double Food Pyramid

Barilla Center for Food and Nutrition decided to repropose an updated food pyramid, involving global warming and impacts of food on the environment. It has been made a reclassification of foods that together with their positive impacts on health also included their environmental impacts. These values were overlapped in descending order to obtain an upside-down pyramid that reproposes the same succession of foods. The new “Double Pyramid” shows that foods with higher recommended consumption levels are also those with lower environmental impact, and foods with lower recommended consumption levels are those with higher environmental impact.