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A New Development Paradigm for Local Animal Breeds and the Role of Information and Communication Technologies Read chapter Read first chapter

2019 | OriginalPaper | Chapter

Evaluation of Innovative Tools for the Trade Enhancement of Fresh Agrifood Products

Authors : Luisa Sturiale, Alessandro Scuderi

Published in: Innovative Approaches and Applications for Sustainable Rural Development

Publisher: Springer International Publishing

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Abstract

The e-Marketplaces have become the global platform for exchange, which have modified social and economic behavior. The digital revolution has opened the doors of the global village to industries, services, cities, and territories. Information and communications technology (ICT) can be a tool for the development of rural and agricultural areas, as demonstrated by real experiences reported in the literature. The advent of new technologies has also led to major changes in consumer buying processes and market relationships. The interest in shopping places is shifting from large shopping malls to “zero-km” shopping and e-commerce.
The new e-commerce frontier is represented by logistics adaptations for zero-km sale of fresh produce and same-day delivery.
The objectives of this study were to contribute to the knowledge of the phenomenon of e-marketplaces in the Italian agrifood economy and to analyze the new e-commerce models for fresh fruit and vegetables in Italy.

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previous chapter Food System and Sustainability: The Role of Crowd-Funding
next chapter Evaluation of Farmer’s e-Shops with an Emphasis on Services
Footnotes
1
In particular, the initial stage of the internet, Web 1.0, was represented by static sites; in 2004 we moved on to Web 2.0, with the introduction of dynamic programming languages that allowed users to interact with the content of websites, with the possibility of using online applications such as blogs, wikis, forums, and social networks. In 2006 we moved on to Web 3.0, characterized by the possibility of using the network as huge web data—semantic, enhanced, and three-dimensional. The next step, already under way, is Web 4.0, a network of very intelligent interactions where the interconnection and communication between things and people will generate the decision-making process.
 
2
Examples in developing countries are B2Bpricenow.com in the Philippines and Agriwatch in India (Hammond and Paul 2006). Such markets also exist in small urban settlements; an example is a business-to-consumer marketplace in Trikala, Greece (Stratigea 2011).
 
3
In particular, the breakdown of expenditure for online food in Italy is as follows: dry food 55.0%, fresh produce 29.0%, wine 8.0%, drinks 6.0%, and frozen foods 2.0% (www.​osservatori.​net).
 
4
One of various initiatives is “The Beehive That Says Yes!” (alvearechedicesi.it), an online network of farmers and consumers who periodically meet at a set point to exchange local and seasonal agricultural produce. The project, launched in 2015, has more than 100 collection sites in Italy and over 600 in France (where the initiative originated in 2011 as “La Ruche qui Dit Oui”) .The website serves as a meeting tool between supply and demand. Consumers can register for free on the web and discover the produce (fruit, vegetables, bread, meat, beer, etc.) made available by small and medium-sized regional companies (currently around 400 in Italy). They are always online and the products are available for pickup at a collection point, which is a real temporary market with a short supply chain. Consumers can consume local foods and support the economy in their territory, while the producers perceive that their remuneration is “equitable” and share emotions and values (www.​italiafruit.​net, 02/12/2016).
 
5
Even for wholesale fruit and vegetable markets, the web offers interesting online sales potential. Cesena's Fruit Market has been operating for a couple of years and has reached an agreement with the Tippest platform for sale on the web; also, the one in Florence operates online through MaxFruit.
 
6
Online-to-offline (O2O) commerce is a business strategy that draws potential customers from online channels to physical stores. It identifies customers in the online space (e.g., through e-mails and internet advertising) and then uses a variety of tools and approaches to entice the customer to leave the online space. This type of strategy incorporates techniques used in online marketing with those used in brick-and-mortar marketing. Some companies that have both an online presence and an offline presence (physical stores) treat the two different channels as complements rather than competitors. The goal of O2O commerce is to create product and service awareness online, allowing potential customers to research different offerings and then visit a local brick-and-mortar store to make a purchase (www.​investopedia.​com).
 
7
“Click-and-mortar” is a type of business model that includes both online and offline operations, which typically include a website and a physical store. A click-and-mortar company can offer customers the benefits of fast online transactions or traditional face-to-face service. This model is also referred to as “clicks-and-bricks.” An increasing number of big-brand retail stores such as Walmart, Best Buy, and Nordstrom follow the click-and-mortar business model. Also referred to as an omnichannel strategy, the merging of online and offline channels provides customers with an enhanced shopping experience with more choices, greater flexibility, more convenience, and more services (www.​investopedia.​com).
 
8
In particular, a Likert scale (1 = not influential, 2 = not very influential, 3 = moderately influential, 4 = very influential, 5 = determinant) was used.
 
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Metadata
Title
Evaluation of Innovative Tools for the Trade Enhancement of Fresh Agrifood Products
Authors
Luisa Sturiale
Alessandro Scuderi
Copyright Year
2019
Book
Innovative Approaches and Applications for Sustainable Rural Development

Print ISBN: 978-3-030-02311-9

Electronic ISBN: 978-3-030-02312-6

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-02312-6_14