Home » Agri-food, Generation Z focuses on Made in Italy and sustainability

Agri-food, Generation Z focuses on Made in Italy and sustainability

by admin

MILAN (ITALPRESS) – Love and trust for Made in Italy, PDO and PGI products of excellence, attention to environmental sustainability and fight against food waste; these are the key elements of the agri-food chain of tomorrow for young Italians. This is what emerges from a study conducted by AstraRicerche per McDonald’s on the expectations and behaviors of young people (15-25 years) towards the ecological transition. The data were presented in the series of meetings that touched Sicily, Emilia-Romagna and Veneto, entitled “From production to consumption, the challenge of quality agri-food towards ecological transition”, organized by the Qualivita Foundation and Origin Italia in collaboration with McDonald’s. The research shows that the younger generations clearly know, much more than the general sample, the concept of ecological transition of the food chain (60% vs 42.2%), but they also say they want to know more (40% vs 35%): a sign of a truly interested and curious commitment in this regard. For the members of the GenZ the importance of nutrition has grown a lot in the last 5 years; there is talk of a percentage equal to 45% at national level, against 34.4% of the Italian sample. The interest in food leads young people to move to visit festivals, events and themed fairs, both within their own region, for 33%, and in other regions, for 21%. Generation Z is also characterized by great attention to sustainability (environmental and social) – 7 young people out of 10 -, and at the same time by a certain diffidence towards the announcements that companies make in this area – only 4 interviewees really trust on 10. When it comes to food sustainability, the young people of our country give priority to environmental sustainability (72%), followed by economic sustainability of the supply chain (66%) and social sustainability (66%). Furthermore, as many as 97% of the GenZ say they are willing to pay more for a product guaranteed to be sustainable, in most cases (56%) because they think that ‘sustainable’ products are even better from a qualitative point of view. Generation Z, when it comes to the negative impact of the different stages of the supply chain, puts consumer waste first (51%), followed by transport (47%), industrial processing / transformation (44%), and packaging (40%). Ecological transition for young people also means enhancing food and local excellence; in fact, most of them believe that the different food traditions of the regions are one of the greatest strengths of our country (51%). For 58% of young people interviewed, the definition of “local” food corresponds to that of the regional or group of neighboring regions; a wider perception than the national sample, which speaks of regional food for 45.3% and provincial or municipal for 38.5%. The level of knowledge of DOP and IGP certifications is very high (91% of young people interviewed); the level of trust in food certifications is lower but still high: 66% of young Italians believe the Made in Italy brand is synonymous with guarantee; for 62% of them it is also the PDO mark, and for 56% the PGI mark. The most downstream link in the agri-food chain is catering, which has the fundamental role of connecting production and distribution with the consumer. Catering among young Italians has a very positive image: it is considered an excellence recognized all over the world (70%), a fundamental part of the economy (66%), capable of giving work to many Italians (66%). A key player also on a social level: 58% of young people interviewed in fact expect the catering sector to do its utmost to educate consumers about correct eating habits and invite citizens to be responsible (55%). “In recent years McDonald’s has managed to bring to the general public the excellence of Made in Italy, traditionally considered niche, managing to educate customers on quality and on Italian products. So today, in a changed scenario, we take up the new challenge of transition ecological, a path that we must take together with the entire agri-food chain, of which we are the last link, the real point of contact with the younger generations. I believe that catering has a fundamental role in this because it intercepts the needs of consumers , and can trace them along the entire supply chain by suggesting to other actors which concrete actions to put into practice “, says Mario Federico CEO McDonald’s Italy. (ITALPRESS). sat / com 26-May-21 16:42

See also  Sanctions Russia, Bundesbank slowdown for gas

COPYRIGHT today © breaking latest news

You may also like

Leave a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Accept Read More

Privacy & Cookies Policy