Maurizio Canavari

Food safety and organic fruit demand in Italy: a survey

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.

Traceability as part of competitive strategy in the fruit supply chain

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.

Stated willingness-to-pay for organic fruit and pesticide ban: an evaluation using both web-based and face-to-face interviewing

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.

Farm management information systems

Farm management information systems centered around the farm manager in open-field crop production.Prevailing differences between academic and commercial farm management information systems.Grouping of farm management information systems based on cluster analysis. Farm Management Information Systems (FMIS) in agriculture have evolved from simple farm recordkeeping into sophisticated and complex systems to support production management. The purpose of current FMIS is to meet the increased demands to reduce production costs, comply with agricultural standards, and maintain high product quality and safety. This paper presents current advancements in the functionality of academic and commercial FMIS. The study focuses on open-field crop production and centeres on farm managers as the primary users and decision makers. Core system architectures and application domains, adoption and profitability, and FMIS solutions for precision agriculture as the most information-intensive application area were analyzed. Our review of commercial solutions involved the analysis of 141 international software packages, categorized into 11 functions. Cluster analysis was used to group current commercial FMIS as well as examine possible avenues for further development. Academic FMIS involved more sophisticated systems covering compliance to standards applications, automated data capture as well as interoperability between different software packages. Conversely, commercial FMIS applications targeted everyday farm office tasks related to budgeting and finance, such as recordkeeping, machinery management, and documentation, with emerging trends showing new functions related to traceability, quality assurance and sales.

Towards a cross‐cultural typology of trust in B2B food trade

Purpose – This paper aims to develop a hierarchical typology of trust elements for business‐to‐business trade among European companies in the food sector.Design/methodology/approach – The paper 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...

Organic food labels as a signal of sensory quality—insights from a cross-cultural consumer survey

Organic food labels are promising tools to transmit the positive image of organic products to consumers. Besides health-related aspects and environmental concerns, declaration of organic quality may have a positive impact on consumers’ taste perception. Many studies have proven the positive image of organic products, but very few have considered the link between labeling a product as organic and the consumer’s evaluation of sensory quality. This paper therefore investigates how organic consumers from six European countries (Germany, France, Italy, Poland, Switzerland, and the Netherlands) are influenced by the information that strawberry yogurt is produced organically or conventionally. Within the framework of a European Union-funded research project, a cross-cultural survey with a total of N = 1,797 respondents was conducted between October 2010 and February 2011. Standardized computer-assisted interview techniques were combined with sensory tests. Results show that the presence of an organic label may lead to an enhancement of taste perception. With the exception of Italy, consumers evaluated the same product sample slightly better when an organic label was shown. For the evaluation of conventional products, the opposite effect was found for three out of six countries. These findings reveal that the positive sensory image of the organic food branch transfers to single organic products, resulting in a better taste evaluation. However, the relatively weak label effect observed in all study countries suggests that an improvement of the sensory image of organic products is advisable. This can be addressed by enhancing the sensory performance of food products as well as by implementing extensive sensory marketing activities.

Educational farms in the Emilia-Romagna region: their role in food habit education

Educational farms are farms which offer educational tours to visitors so that they can learn about specific information concerning agriculture, the environment and nutrition. These enterprises are involved in activities which complement their main work. This can bring benefits, including economic ones, to them as entrepreneurs, as well as having important social value. The objective of this paper is to present an authentic local example of this: the Italian Emilia-Romagna region, where Educational farms are particularly widespread and supported by the public administration. In particular, it highlights the role played by the educational farms regarding food habits and discusses the relationship between the enterprise’s educational function and business strategies. This analysis is an attempt to view the above from a marketing point of view, highlighting its features and reporting on potential factors regarding improvement and development strategies. After a brief description of the general situation, we present data available from regional sources as well as from surveys conducted by private entities and by DEIAgra. The educational farms’ role in regional education policies regarding food consumption will be highlighted. Finally, we offer some considerations concerning

Challenges in Marketing Quality Food Products

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 EU Member States and South Asia, Southeast 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 participants 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 100 scholars from 25 countries attended the many plenary and concurrent sessions where 60 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 agrifood products is a strategic task for agriculture and rural economic development and has become a policy priority. Finally, International Trade, 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, Journal of International Food & Agribusiness Marketing, 22:203–209, 2010 Copyright # Taylor & Francis Group, LLC ISSN: 0897-4438 print=1528-6983 online DOI: 10.1080/08974431003641141

Private food standard certification: analysis of the BRC standard in Italian agri-food

Purpose – The aim of this paper is to assess the applicability and impact of private food standards – specifically that of the BRC (British Retail Consortium) – in a European country context, and to classify food companies into groups on the basis of their different perceptions regarding the Global Standard for Food safety impacts. Design/methodology/approach – The research is developed in two stages: a qualitative investigation based on in-depth interviews with quality managers (QMs); a quantitative investigation with a structured questionnaire: with response from 192 food processors in Italy, selected through a probabilistic random sampling method. Data were elaborated with descriptive statistical techniques and subsequently with multivariate analysis (factor and cluster analysis). Findings – QMs agree with most of the assumptions with regard to the impact elements of the BRC food standard. Some characteristics, such as geographic location, size, and type of processing and adoption of ISO 9001, seem to ...

Preference for naturalness of European organic consumers First evidence of an attitude-liking gap

Purpose The purpose of this paper is to provide insights into European organic consumers’ attitudes towards natural food and in their sensory preference for it. It explores whether there is any evidence for a latent dimension that represents consumers’ attitudes towards naturalness and which aspects can be assigned to this dimension. However, the main scope is to investigate whether attitudes towards naturalness are able to predict the liking of natural food. Design/methodology/approach Sensory tests of strawberry yoghurt are combined with consumer information obtained by means of a standardised questionnaire. About 1,800 organic consumers from France, Germany, Italy, the Netherlands, Poland and Switzerland were asked to blindly test two strawberry yoghurt samples that differed only in their absence/presence of an aroma additive. Findings On average, the consumers revealed a positive attitude towards natural food, but a negative sensory preference for the more natural yoghurt sample. Correlations between these two variables indicate that for most countries one cannot conclude that more naturalness-oriented consumers actually prefer the taste of more naturally flavoured yoghurts. This finding is interpreted as an attitude-liking gap. Research limitations/implications More research is necessary in order to clarify the reasons for the attitude-liking gap, since the authors can only speculate about these. Also, suitable data are needed to confirm the assumption made here that the naturalness of strawberry yoghurt can be determined by the degree of flavour intensity, especially against the background that the sensory skills of consumers are usually weak. Originality/value No attempt has been undertaken so far to test the claim that natural food products taste better and whether consumers with a positive attitude towards naturalness actually prefer the taste of a natural product over the taste of a more processed one. The present study attempts to fill this gap by exploring the preference for naturalness in a cross-national context.