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Sustainable intensification aims to minimize the negative impacts of the current agricultural system while maintaining productivity and economic outputs. This study demonstrates that contract farming is a potential mechanism to support many, but not all, farmers in adopting sustainable intensification practices. A discrete choice experiment on a hypothetical value chain contract introducing three sustainable intensification practices, namely extended crop rotation, reducing agrochemicals and planting flower strips, was conducted with a sample of 314 north-Italian wheat farmers. The results show that permanently eliminating glyphosate from the plot under contract is strongly resisted by farmers, while farmers have less strong preferences between introducing legumes or oilseeds in rotation, and between temporary or permanent flower strips. Findings also indicate that farmers who are more educated, are not members of cooperatives and who generally prefer more flexible sales arrangements are unlikely to be triggered to adopt sustainable intensification practices through contract farming. Overall, this study indicates that while voluntary contract arrangements can be a potential tool to increase uptake of sustainable intensification practices, they will likely need to be complemented with more public policy intervention in order to bring sustainable intensification practices to scale.

Globally, bitterness in food is not a preferred attribute by consumers, for several reasons. In the case of Extra Virgin Olive Oil its presence is fundamental as it is a healthiness indicator, being strictly linked to the antioxidant content. The current study aimed to assess the extent of Italian consumers’ preferences for bitterness taste of Extra Virgin Olive Oil. Real choices made by shoppers at the store shelf of a hypermarket were recorded and then compared with the selected Extra Virgin Olive Oil sensory profiles evaluated by a professional panel. Findings reveal that bitterness exerts a negative willingness to pay equal to -1.18 €/liter. Furthermore, consumers tend to overestimate the perception of Extra Virgin Olive Oil bitterness compared to sensory experts. Results provide new evidences of consumer preferences for sweet sensory profile of Extra Virgin Olive Oil and bitter aversion., International Journal on Food System Dynamics, Vol 11, No 1 (2020)

Reciprocal interactions among farmers and consumers can be seen as the central point of market exchanges in Civic Agriculture (CAs). This work exploits the concept of social embeddedness as a conceptual tool for describing some phenomena related to CA. Social embeddedness concept might help to understand how consumers and producers behave in the market beyond the paradigm of neoclassical economics theory. The objective of this study is to empirically evaluate which attitudes may influence farmers decision to participate to several types of CAs. Our results confirm the strong role of social embeddedness phenomenon in those forms of CAs characterized by personal relations between farmers and consumers: A greater presence of community relations implies a greater role of social embeddedness on farmers decision.

This paper empirically examines the factors influencing winery strategies. Considering the whole population of Italian wineries producing wines with Geographical Indications (GIs), two empirical models have been developed to investigate strategic choices of GI wineries. Results suggest that high-volume strategies are likely to be associated with scale and scope economies, a high number of upstream grape suppliers and by multiproduct ranges where highly constraining designations of origin coexist with geographical indications thereby allowing greater strategic flexibility to exploit market opportunities.