Milk consumption has been on the decline for decades. Part of the cause for this is due to changes in consumer behavior and interest in healthy eating. The aim of this study was to estimate the premium price that consumers are willing to pay for A2 milk. A2 milk is a newcomer type of product containing only A2 beta-casein that is spreading in many countries of the world as a functional food. In addition, it is produced by traditional breeds of cattle that are adapted to the marginal areas and could be a virtuous model of the sustainable management system to which the consumer lately seems to turn in an increasingly conscious way. To accomplish this aim, contingent valuation has been used, which permits using a survey and a direct estimation of the premium price that consumers are willing to pay (WTP). The question format used is a dichotomous choice valuation based on a double-bound model. Statistical analysis was carried out using descriptive statistical analysis. The empirical results reveal that consumers are willing to pay a premium for A2 milk. In addition, individuals interested in product quality and already buying functional products are attracted to this type of product.

Today, precision agriculture technologies (PATs) can be considered a tool for the management of the farm which allows the agricultural entrepreneur to optimise inputs, reduce costs, and offer the best quantitative and qualitative agricultural products. In Italy, the number of digital farmers is still low; therefore, it is not yet possible to assess with certainty the actual economic benefits that technologies bring to the farm. To bridge this gap, the paper proposes, through the analysis of a case study, an assessment of the economic efficiency of an Italian cereal farm that has invested in precision agriculture. The results reveal that, unlike what is reported in the literature, after the technological adoption, the farm keeps both the yield and variable costs stable. However, the major benefit is recorded in the decrease in labour costs (−20%) and in the reduction of pesticides (−53%). The increase in the quantity of nitrogen (+11%) and of seed distributed in the field (+5%) indicates that, in the face of a significant increase in total costs due to the capital invested in technology, the farm aims to intensify production rather than reduce agricultural inputs.

Recently, the agricultural sector has had to face several challenges related to the innovation process, the most significant of which seems to be that of its digital transformation. As a consequence, the issue of digital technology adoption is becoming of important scientific interest due to its potential impact on products, services, processes, and new business models. In general, the adoption behavior can be indirectly explained by studying factors that lead a firm to innovate; among these factors, the literature emphasizes the function of networks. The objective of the paper is to investigate the role of networks as key drivers of precision agriculture technologies adoption. To achieve this goal, qualitative research was developed by using 8 case studies recollected among that few Italian farms which can be defined as innovative for having already experienced precision agriculture. Results show that only a few farms can develop and manage innovations internally; success often requires cooperation between individual actors and organizations. Finally, the paper provides some practical advice and a set of propositions for those farms that are trying to achieve digital technological innovations.