Food consumers are increasingly searching for emotions and values when purchasing and consuming food. They search for products that ensure social and environmental sustainability, in addition to more common extrinsic product attributes, such as price, packaging, origin, and brand. In particular, there is increasing interest towards product price fairness. The current study aims at exploring consumers’ perception and understanding of price fairness, focusing on the processed tomato products agro-food chain. The study interviewed 832 people. Data were collected through an online questionnaire with the support of Qualtrics software, and data elaboration was carried out with Statistical Package for Social Science (SPSS). The elaboration includes an Exploratory Factor Analysis (EFA) to identify existing latent factors in the consumers’ perception of enabling agro-food system elements influencing farmers’ reception of fair prices. Then, factor mean values were cross-analysed with socio-economic characteristics and processed tomato consumption habits with Analysis of Variance (ANOVA). Results support the idea that consumers are limitedly aware of the processed tomato agro-food chain dynamics and consider farmers as the most unfairly remunerated partner. Women and frequently purchasing consumers of processed tomato products believe farmers should be treated more fairly. There is a difference between what consumers perceive as fair price distribution and actual price distribution among processed tomato chain actors. Further studies may focus on how fairness attribute impacts on consumer purchasing behaviour.

Agritourism has grown rapidly in many countries worldwide. However, for all this success, little is known about the concrete implementation, actual extent, and effectiveness of public and private agritourism support measures aimed at keeping up farming and promoting agritourism. Hence, the objective of this study is to provide an overview and a comparison of agritourism supports and policies in different countries. To this purpose, specific political, legal, financial, and promotional instruments for agritourism have been investigated. The focus is on three countries with strong agritourism sectors and different socio-cultural characteristics: Italy, the USA, and South Africa. The analysis of these case study areas is motivated by examination of agritourism from different continents with a diverging status of development as well as history. Italy and the USA are two countries with well-established and successful agritourism sectors; however, these are based on very different framework conditions, resulting in specific development paths and various supportive driving factors. South Africa has been included as a representative case study of a developing country where agritourism operations are growing rapidly through the support of an active private sector association. By assessing commonalities and differences in public and private support backgrounds in three different continents, the present study represents the first exploratory attempt to understand the influences of public and private national and regional framework conditions for agritourism development. Our findings suggest that both public and private supports contribute to success; however, clear criteria and further research are needed in order to fully understand the implications.