1. CONVEGNO “ITALIAN FOOD FOR LIFE” FIERA DI PARMA, 8 MAGGIO 2008 FEDERALIMENTARE Servizi S.r.l. FOOD AND CONSUMER PILLAR COORDINATOR: ROBERTO CIATI – BARILLA G.&R.

2. FOOD AND CONSUMER Pillar Coordinator Roberto Ciati - Barilla Working group Valeria del Balzo – Università La Sapienza Maria Grazia D’Egidio - CRA Roberto Fanfani – UniBo Mario Mazzocchi – UniBo Daniele Moro – Università Cattolica di Piacenza Sebastiano Porretta – SSICA Marisa Porrini – UniMi Anna Saba - INRAN - Food Quality & Manu- facturing Food & Health Food Safety Sustainable Food Production Food & Consumer Communication, Training & Technology Transfer Food Chain Management Parma, 8 maggio 2008

3. FOOD AND CONSUMER OBIETTIVI GENERALI Parma, 8 maggio 2008 Following the structure of the European document, research within the area “Food & Consumer” answers to two types of challenges: 1. (Horizontal) Strengthening the fundamental understanding of food consumer behaviour; 2. (Specific) Answering to the specific tasks within the other pillars of the “Food for Life”. According to this structure, researchers in the Food & Consumer area are called to answer to a double set of activities: (a) Methodological, i.e. improving data, methods, models and practices in consumer research and consumer education; (b) Applied, i.e. providing a significant contribution to research within the other pillars.

4. GOAL 1. MEASURING CONSUMER BEHAVIOUR IN RELATION TO FOOD. GOAL 2. UNDERSTANDING CONSUMER BEHAVIOUR IN RELATION TO HEALTH & NUTRITION, FOOD QUALITY & MANUFACTURING, FOOD SAFETY, SUSTAINABLE FOOD PRODUCTION GOAL 3. DEVELOPING COMPREHENSIVE MODELS OF CONSUMER FOOD PROCESSES. GOAL 4. DEVELOPING STRATEGIES TO INDUCE BEHAVIOURAL CHANGE IN ORDER TO IMPROVE CONSUMER FOOD CHOICE. GOAL 5. PROMOTING REAL INTERACTION WITH CONSUMER GROUPS DIRECTLY THROUGH COMMUNICATION AND PUBLIC PARTECIPATION Parma, 8 maggio 2008 FOOD AND CONSUMER VISIONE COMPLESSIVA

5. GOAL 1. MEASURING CONSUMER BEHAVIOUR IN RELATION TO FOOD. Challenges To understand how to improve measurement approaches, in terms of their validity and accuraten, and their application in order to evaluate italian consumer behavior Deliverables Map of Italian food cultures, lifestyle and dietary habits using large-scale purchase and consumption data, integrated with information about values, beliefs, personality and behaviour, including in-household behaviour Parma, 8 maggio 2008

6. GOAL 2. UNDERSTANDING CONSUMER BEHAVIOUR IN RELATION TO HEALTH & NUTRITION, FOOD QUALITY & MANUFACTURING, FOOD SAFETY, SUSTAINABLE FOOD PRODUCTION Challenges A- Understanding consumer knowledge of nutritional concepts and responsiveness to communication formats B- Understanding factors influencing food choice and habits of specific population groups C- Assessing consumer reaction to conflicting information on health issues and the relative effectiveness (experts vs. mass- media) Deliverables 1 - Assessment of consumer understanding 2- Assessment of the impact of alternative nutrition and health interventions on consumer attitudes, preferences and behaviours( with an economic assessment of costs and benefits for the consumers and for the food industry) 3-Individual factors involved in food selection and food choices and habits. Parma, 8 maggio 2008

7. GOAL 2. UNDERSTANDING CONSUMER BEHAVIOUR IN RELATION TO HEALTH & NUTRITION, FOOD QUALITY & MANUFACTURING, FOOD SAFETY, SUSTAINABLE FOOD PRODUCTION. Challenges Parma, 8 maggio 2008 ABCDE Health & Nutrition Understanding consumer knowledge of nutritional concepts Understanding factors influencing food choice and habits of specific population groups Assessing consumer reaction information on health issues Food Quality & Manufact A better understanding of how consumers react to different product qualities & health Procedures defining both language and analysis of the results of consumers’ Identifying and quantifying consumer trust and confidence in the food provision system Food Safety Understanding consumers' risk perception of products and lifestyles Developing effective consumer communication strategies and messages on risk Estimating consumer willingness to pay for safer foods Sustainable Food Production Analysis and monitoring of the sustainability of emerging lifestyles trends Understanding how consumers are prepared to pay for food products produced in a sustainable manner Understanding consumer expectations, attitudes and responsiveness to sustainable products, production systems and corporate social responsibility; Developing appropriate materials for educating and informing stakeholders about sustainable food production; Understanding the limitations in accessing sustainable food and the diverse barriers caused by diverse food related behaviours

8. Deliverables Parma, 8 maggio 2008 ABC Health & Nutrition Assessment of consumer understanding of nutritional concepts and communication formats Assessment of the impact of alternative nutrition and health interventions Individual factors involved in food selection and food choices and habits Food Quality & Manufact A quantified model of how product, process and packaging features affect the complex consumer response A validated methodology to qualify and quantify the consumer-relevant sensory attributes An accurate evaluation of consumer expectations on food quality Food Safety Quantification of consumer willingness to pay for safer foods respect to other food properties Assessment of public perception of risk as an outcome of interaction among consumers, media and stakeholders A tool to quantify consumer risk perception of products and new validated paradigm to provide risk communication strategies to the public Sustainable Food Production An assessment of the relative impact of sustainability issues in relation to other factors of food choice An assessment and development of creative and effective strategies for promoting sustainable behaviours and/or quality foods GOAL 2. UNDERSTANDING CONSUMER BEHAVIOUR IN RELATION TO HEALTH & NUTRITION, FOOD QUALITY & MANUFACTURING, FOOD SAFETY, SUSTAINABLE FOOD PRODUCTION.

9. GOAL 3. DEVELOPING COMPREHENSIVE MODELS OF CONSUMER FOOD PROCESSES Challenges Modelling the relative weight of and the interactions between the many factors that influence food choice and behaviour in relation to lifestyles and a variety of food-related factors (e.g. health, quality, safety and sustainability), taking into account the time/age dimension. Deliverables A multidisciplinary (and cross-cultural) model analysis of consumer behaviour of specific sub-populations (children, elderly, immigrants) taking into account lifestyle and societal determinants and the modifications over time. Parma, 8 maggio 2008

10. Challenges Trigger vs. hamper change, particularly in relation to ‘ risky ’ eating behaviour. In this context the role of culture, tradition and information in determining dietary choices should be investigated, with cultural marketing as a potential tool for promoting healthier diets. Deliverables 1-Intervention strategies (including research supporting education and communication policies) for inducing long-term behavioural change towards better dietary habits. 2-Creating new and validated ways to communicate safety issues to consumers and developing better consumer perception on the value of improved safety levels (e.g. ingredients, production processes, etc.) GOAL 4. DEVELOPING STRATEGIES TO INDUCE BEHAVIOURAL CHANGE IN ORDER TO IMPROVE CONSUMER FOOD CHOICE. Parma, 8 maggio 2008

11. Challenges Developping effective tools for public participation in food and nutrition issues allowing for optimal information and maximum transparency and consumer confidence in the food industry. Deliverables A set of validated methods, models, practices and tools for effective consumer information and education regarding food and nutrition, with a special emphasis towards strengthening and rebuilding consumer trust. GOAL 5. PROMOTING REAL INTERACTION WITH CONSUMER GROUPS DIRECTLY THROUGH COMMUNICATION AND PUBLIC PARTECIPATION. Parma, 8 maggio 2008

12. GRAZIE PER L ’ ATTENZIONE http://www.federalimentare.it/ Attivita/ETP-Italia/ETP-FoodForLife-Italia.asp Parma, 8 maggio 2008