Traceability perception of beef: a comparison between
Spanish and Italian consumers
Cristina Mora1, Davide Menozzi 1, Giusi Faioli1
Pilar de Carlos 2, Julian Briz2 and Isabel de Felipe 2
1 University of Parma, Department of Economics, Via Kennedy 6, 43100 - Parma (Italy)
Tel.: +39 0521 902 519; Fax: +39 0521 902 498
Email: [email protected]
2 Polytechnic University of Madrid. ETSI. Agronomos. Department of Agricultural Economics.
Ciudad Universitaria s/n. 28040, Madrid, Spain. (Tel.: +34 913365791; Fax: +34 3365797)
Email: [email protected]
Abstract
Nowadays, the increasing demand by customers and consumers for information on
food quality and safety determines, to a certain degree, the structure of the food
chain. Traceability is considered as a tool to reach and keep consumers’ confidence,
which became a central issue to restore consumers’ confidence in beef safety after
the BSE crisis that strongly affected the EU market. Numerous researches have been
carried out to determine consumers’ preferences related to quality and food safety.
However, the consumer perception of beef traceability has not yet been studied
enough. In this paper we want to investigate the perception of Italian and Spanish
consumers on this issue by analysing the results of six focus groups carried out in
both countries, in the framework of an EU project (TRACE- Tracing the origin of
food) funded through the Food and Quality Priority of the EU Framework VI research
programme. The differences and similarities in consumers’ perception are analysed
on the basis of the different product valorisation approach followed by the national
supply chain in order to promote beef quality and safety. Finally, the paper shows
the necessity to organise the supply chain product development and differentiation
strategies in a consumer- based way.
Keywords : traceability, focus group, beef market, supply chain valorisation
strategies, consumer perception
1. Introduction
Consumers are becoming increasingly concerned with the quality, safety and
production attributes of their food . Consumers’ concern with the safety and origin
of beef is especially true in light of the recent European BSE outbreaks. Changes in
consumer consumption attitudes were observed after this mentioned food crises,
BSE, in some UE countries, like Germany, Ireland, United Kingdom and Sweden . In
Spain, 49% of the consumers affirmed to have changed their habits of foods’
purchase . Due to these crises, consumer confidence was not the only affected but
also it caused important loses in food industry. According to estimations of the
Spanish Ministry of Agriculture (MAPA), beef consumption was reduced by 40% in
the first trimester of 2001.
In Italy, the share of those stopping eating beef after BSE crisis, though significantly
reduced from 2001 to 2003, is still positive. Here, beef consumption has shown a
drop from 25,3 to 22,5 kg/person/year in 2001, and a progressive, even not
complete, recover until 2004, when 24 kg/person/year have been consumed (ISMEA,
2005). The choices of both changing consumption habits just after the BSE crisis
and maintaining this change in the time, appear to a large extent independent of