Cover Image

Consumers’ preferences for a local food product: the case of a new Carnaroli rice product in Lombardy

Giovanni Ferrazzi, Vera Ventura, Sabrina Ratti, Claudia Balzaretti
  • Giovanni Ferrazzi
    Department of Economics, Managements and Quantitative Methods, University of Milan, Milan, Italy | giovanni.ferrazzi@unimi.it
  • Vera Ventura
    Department of Economics, Managements and Quantitative Methods, University of Milan, Milan, Italy
  • Sabrina Ratti
    Department of Health, Animal Science and Food Safety, University of Milan, Milan, Italy
  • Claudia Balzaretti
    Department of Health, Animal Science and Food Safety, University of Milan, Milan, Italy

Abstract

Italy, with a cultivated area of 218,000 ha, is a European leader of rice production. In particular Lombardy region accounts for 40% of total rice cultivation and the case study in object accounts for 3.2% of Lombardy total rice area (2773 ha). Starting from 2012, through a regional project titled Buono, Sano e Vicino (good, healthy and close), Riso e Rane rural district supported local rice farmers in developing innovation in rice production and promoting an alternative supply chain to increase farmers bargaining power and promote new market strategies. More specifically, the innovation introduced is a new biotech method for variety certification, named DNA controllato (DNA tested). In the first step of the project, the attention was focused on an Italian traditional variety of rice: Carnaroli rice. Thanks to a commercial agreement with one of the most important large retailers in Lombardy, the Riso e Rane rice is offered for sale both in the traditional and wholegrain version. In this context, this work aims to evaluate the determinants of consumer’s quality perception of this product, through a preference study of the commercial rice package. Preliminary results reveal that consumers perceive information about origin, local food-system and tradition more easily than DNA tested certification. In conclusion, this work contributes to evaluate the role of bio economy applications to the food sector and offers new insights for the debate about the relationships between tradition and innovation.

Keywords

Innovation; Consumer; Tradition; Rice

Full Text:

PDF
Submitted: 2016-07-21 11:21:12
Published: 2017-04-28 13:53:01
Search for citations in Google Scholar
Related articles: Google Scholar
Abstract views:
47

Views:
PDF
45

Article Metrics

Metrics Loading ...

Metrics powered by PLOS ALM


Copyright (c) 2017 Giovanni Ferrazzi

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
 
© PAGEPress 2008-2017     -     PAGEPress is a registered trademark property of PAGEPress srl, Italy.     -     VAT: IT02125780185