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Sustainability
Volume 12
Issue 16
10.3390/su12166542
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Article

Fruit Sector Strategic Management: An Exploration of Agro-food Chain Actors’ Perception of Market Sustainability of Apple Innovation

by
Moritz Zanetti
1,
Antonella Samoggia
1,* and
Jennifer Young
2
1
Department of Agricultural and Food Science, University of Bologna, 40126 Bologna BO, Italy
2
Department of Marketing, University of Auckland, Auckland 1010, New Zealand
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(16), 6542; https://doi.org/10.3390/su12166542
Received: 29 June 2020 / Revised: 24 July 2020 / Accepted: 29 July 2020 / Published: 13 August 2020
(This article belongs to the Special Issue Food Choice and Consumer Preferences)
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Abstract

The fresh fruit industry is a highly dynamic sector in the food market. Fresh fruit chain actors have to adapt to the changing market environment in order to face upcoming challenges. The objective of this study is to analyze the market sustainability of red-fleshed apples (RFA) by exploring consumers’ and fresh fruit industry experts’ and stakeholders’ opinions in Italy and New Zealand. The study was carried out in Italy and New Zealand from December 2018 to June 2019 including 778 consumers and 29 expert and stakeholder interviews. Results show a promising market potential of RFA. Innovative attributes and nutritional value of RFA are the most important factors that push consumers’ interest and willingness to buy RFA. New Zealand consumers and women show a higher appreciation of RFA. The nutritional value of the fruit can be a strategic marketing management attribute especially for health-conscious consumers. However, experts think the market for RFA will develop slowly, and will remain a niche product. Some stakeholders are skeptical about consumer RFA appreciation, and fear that RFA are too radical a novelty on the market. The RFA may be perceived as not natural. There is the need to coordinate food chain stakeholders’ management practices on RFA. This allows to mitigate risks, set food standards acceptable for all chain stakeholders, and make sustainable economic investment on innovation. View Full-Text
Keywords: apple industry; innovation; novel food; red-fleshed apple (RFA); consumer perception; food neophobia; value chain; food chain sustainability apple industry; innovation; novel food; red-fleshed apple (RFA); consumer perception; food neophobia; value chain; food chain sustainability
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MDPI and ACS Style

Zanetti, M.; Samoggia, A.; Young, J. Fruit Sector Strategic Management: An Exploration of Agro-food Chain Actors’ Perception of Market Sustainability of Apple Innovation. Sustainability 2020, 12, 6542. https://doi.org/10.3390/su12166542

AMA Style

Zanetti M, Samoggia A, Young J. Fruit Sector Strategic Management: An Exploration of Agro-food Chain Actors’ Perception of Market Sustainability of Apple Innovation. Sustainability. 2020; 12(16):6542. https://doi.org/10.3390/su12166542

Chicago/Turabian Style

Zanetti, Moritz, Antonella Samoggia, and Jennifer Young. 2020. "Fruit Sector Strategic Management: An Exploration of Agro-food Chain Actors’ Perception of Market Sustainability of Apple Innovation" Sustainability 12, no. 16: 6542. https://doi.org/10.3390/su12166542

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