traceability is considered as an information provider of the origin of the food
product and in somehow, a tool to assess food safety. Implementation of
traceability may evolve into more market- oriented structures within the supply
chains and also to incentives vertical coordination and integration. The adoption of
traceability technologies depends in somehow, on the level of inherent production
uncertainty and the uncertainty created by, for instance, scares and crises.
Different propositions of traceability supports were assorted to be displayed during
one of the focus groups in order to get consumers perceptions: labelling, bar codes
system, laser printed information and RFID. It was considered more adequate to
show pictures of examples for each technique in order to arouse opened
discussions to different opinions, as proposed Morgan .
As support of traceability in non- packaged products, it was displayed a labelling
system to participants. As first impression, many reacted against putting a label on
a fresh product and even doubted on its veracity, especially on the ability to be
attached to each fresh food product. Despite the mistrust shown initially towards
labelling, as it is not certainly perceive as achievable, both Spanish and Italian
participants agreed on its advantage to include more information compared to
other techniques. However, it was remarkable the fear of fraud as long as it is
perceived as easily manipulated. Italians demanded a certification in order to trust
fully on the provided information. Additionally, there was a general agreement
avoiding ‘marketing labels’, i.e. labels aimed as a company marketing strategy.
Spanish participant seemed indeed willing to trust in the existence of an ‘ability- to-
track and trace’ food products but also demand direct and clear information,
mainly concerning origin, variety, date of production, etc. They are aware of the
importance of being able to have access to more detailed data about the ‘history’ of
the product, even though admit not being willing to pay attention to it. Italian
affirmed to be willing to pay 10- 20% more for such kind of system.
Bar codes were displayed as a traceability support for fruits and vegetables. This
system can be used by consumers to access websites or other information systems
in order to learn more about where the products are originates. Conversely, as
general impression in both countries, participants agree that it does not provide
any direct nor relevant information to them but it might be more valuable for food
chain agents. On the one hand, to see such kind of technique at the moment of
purchase provides certain tranquillity to Spanish participants but on the other
hand, there is an existing fear of its toxicity, mainly for Italians. However, there
would be even willing to pay almost 10% overprice for it. Nevertheless, labelling
compared to bar code system is seen as more ‘eye- catching’ and valuable.
Laser printed information on fresh fruit, such as a tomato or on eggs was the third
displayed technique. According to participants, it is worthwhile as long as it shows
clear information as opposite to bar codes. Conversely, it is not well perceived to be
implemented on food product which peel might be consumed due to its apparent
toxicity.
As last technique, RFID was generally not well accepted by participants. Certainly,
more disadvantages than advantages related to it were mentioned. For instance,
difficult and costly implementation only reached by big stores; less practical, as it
need for a code- reader to get the saved information and perceived unhealthy
effects on customers are some of the aroused comments. As advantage, it was
agreed that it consists of a less- time consuming tool that makes faster the
purchase and it allows the access to a greater deal of information not available by
other techniques. However, it seems to need of a great money inversion, which
participants are not willing to afford.
Summarizing, Italian and Spanish participants seem to prefer mostly traditional
ways of information provision, such as labels in spite of their persisting fear of
fraud. Additionally, techniques that avoid redundant information, providing clear
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