The importance of “origin” for on line agrifood products

In the new millennium, due to the spreading of globalization and the changes in consumers’ life style, the agrifood system has been forced to face a deep transformation in the dynamics that involve food demand and structure and organization of the entire production system, processing and commercialization. Due to a renovated interest of consumers, agrifood products need to change their development policies by adopting innovative strategies of experiential marketing, which include Information and Communication Technologies - ICTs. The combination of the values of the territory, techniques of production and products themselves, allows spreading the importance of the "origin" of products in all aspects: physical, sensorial and cultural. By changing the current approach to online market, consumers will show more and more interest towards the "origin" of products in relation to the global market, focusing on the research of the territory and production techniques from which to obtain emotions and sensations. In the future this strategy will represent the new frontier for agrifood products. It will exalt the importance of the "origin", assigning the role of protagonist to the production process and the territory, which together, in synergy with ICT innovations, will annul the distance between producers and consumers, which still remains in the shop-window-like website of the online agrifood products analyzed.