Value Communication in the Field of Agri-Food

European surveys show that Europeans are not technophobic. At the same time for some Europeans, the jury is still out on biotechnology. All the surveys carried out to measure public perception on the topic of techno-scientific innovations demonstrate a certain ambivalence in the judgment of public opinion. It is generally positive with respect to medical applications (diagnosis, prevention and cure of disease). On the contrary, biotechnological innovation in the biotechnological field in the agricultural and food sector is a source of anxiety and considerable fear. The case of agri-food is emblematic. It is an entity that is at the crossroads between territory and technique and it highlights well the need we have to update the ‘toolbox’ for the appraisal of environmental and development problems. This is because agri-food products are perceived as: substances of physical-biological maintenance; , pharmacological remedy; and ‘cultural object’ able to channel important symbolic meanings. The cultural and symbolical value of agri-food practices implies that agri-food and communication are strongly intertwined. Presenting a theoretical background and some evidences emerging from empirical research, this Chapter suggests some guidelines for a value based system for risk and benefit communication in agri-food applications.