CONVEGNO “ITALIAN FOOD FOR LIFE” FIERA DI PARMA, 8 MAGGIO 2008

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. Communication, Training & Technology Transfer Food Food & Quality & Health Manu- facturing Food Safety - Food & Sustainable Consumer Food Production Food Chain Management 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 Parma, 8 maggio 2008

3. FOOD AND CONSUMER OBIETTIVI GENERALI • 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. Parma, 8 maggio 2008

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 FOOD AND CONSUMER VISIONE COMPLESSIVA Parma, 8 maggio 2008

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

8. GOAL 2. UNDERSTANDING CONSUMER BEHAVIOUR IN RELATION TO HEALTH & NUTRITION, FOOD QUALITY & MANUFACTURING, FOOD SAFETY, SUSTAINABLE FOOD PRODUCTION. Deliverables Parma, 8 maggio 2008

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. GOAL 4. DEVELOPING STRATEGIES TO INDUCE BEHAVIOURAL CHANGE IN ORDER TO IMPROVE CONSUMER FOOD CHOICE. 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.) Parma, 8 maggio 2008

11. GOAL 5. PROMOTING REAL INTERACTION WITH CONSUMER GROUPS DIRECTLY THROUGH COMMUNICATION AND PUBLIC PARTECIPATION. 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. Parma, 8 maggio 2008

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