The direct sale of agricultural products at farms and the buying process directly from producers is a phenomenon that has begun to re-expand in all advanced economies Although more slowly than in other European countries, the direct sales in Italy is experiencing a booming expansion as results of the ability of producers to retain and strengthen the relationships with their customers, responding to their authenticity and freshness expectations’. Paper presents the results derived from a study on the structural features and distribution channel of Italian wine grape growers and wine farms involved in the direct sale of wine. The study was carried out taking into account the official statistics reported from Italian Census of Agriculture and Mediobanca dataset on direct sale, in order to identify the current structural features and distribution channel of wine direct in Italy. Results report the structural features of wine farms that directly sale their product in five different geographic areas, highlighting the current market share of wine directly selling at farm. Our study also observes a bipolar and generalized tendency towards small and big size farms, with the prevalence of small size wine farms directly selling, pointing out an increasing trend for ultra-premium wines category.

DIRECT SALE OF AGRO-FOOD PRODUCT: THE CASE OF WINE IN ITALY

D'AMICO, Mario;BRACCO, Salvatore
2014

Abstract

The direct sale of agricultural products at farms and the buying process directly from producers is a phenomenon that has begun to re-expand in all advanced economies Although more slowly than in other European countries, the direct sales in Italy is experiencing a booming expansion as results of the ability of producers to retain and strengthen the relationships with their customers, responding to their authenticity and freshness expectations’. Paper presents the results derived from a study on the structural features and distribution channel of Italian wine grape growers and wine farms involved in the direct sale of wine. The study was carried out taking into account the official statistics reported from Italian Census of Agriculture and Mediobanca dataset on direct sale, in order to identify the current structural features and distribution channel of wine direct in Italy. Results report the structural features of wine farms that directly sale their product in five different geographic areas, highlighting the current market share of wine directly selling at farm. Our study also observes a bipolar and generalized tendency towards small and big size farms, with the prevalence of small size wine farms directly selling, pointing out an increasing trend for ultra-premium wines category.
wine farm; direct sale; short food supply chain; wine distribution; locally produced food
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/20.500.11769/16396
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