Poultry livestock profitability significantly depends on feed, accounting for 60–70% of the total production cost, of which protein sources are among of the most expensive ingredients. The maintenance of profitability while meeting feed demand and reducing the environmental impact represents a considerable challenge driving research of alternative protein sources (APS), such as insects and algae meals. This study employs, for the first time, techno-economic assessment (TEA) methodology to evaluate the technological performance and the industrial feasibility of an APS-based poultry feed production method based on the valorization of the pre-treated organic fraction of municipal solid waste (OFMSW) as a substrate for Hermetia illucens larval growth and microalgae cultivation. The Excel-based analysis, which evaluated the mass and energy balance as well as the income statement, was integrated with a thematic analysis focused on exploring how the overall value attributed to the sustainability concept is reflected in the willingness to adopt sustainable business models by entrepreneurs in the poultry sector. Despite the ability to generate revenues, the model cannot be said to be profitable for animal feed production due to the strong dependence of its profitability on scale economy logics. Enabling solutions could be derived from the recovery of abandoned infrastructures, government financial incentives, and integrated systems associating OFMSW treatment with poultry farming, thus resulting in marked economic sustainability and profitability: key elements from the poultry entrepreneurs’ point of view.

Although various methodological biases have been shown, the choice experiment (CE) literature has confirmed the relevance of sustainability in consumers’ purchase choices. Analysing 186 case studies through the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) methodology, this study defines the state-of-the-art and future perspectives of the CE approach, allowing us—for the first time—to evaluate in a single study all variables to be considered for setting up the CE questionnaire, with a focus on the selection of attributes and levels, maximising the reliability of the result, and minimising potential method biases. This paper defines a standardised workflow to expand and refine a sustainability perspective that can potentially drive cross-cutting CEs in every consumer good by investigating the accuracy of characteristics driving the willingness to pay (WTP) a premium price for greener consumer goods. Most of the studies analysed in this article concern food products (92%), and around half (51%) focus on sustainability-related aspects, frequently described in generic terms. The results show how defining an adequate number and type of attributes and levels characterising the target product is crucial for a bias-reduced study. These need to be concrete and familiar, and using labels is essential to enhance informed choice, with sustainability being a far-reaching concept with multifaceted definitions. Moreover, choosing a neutral target product, defining the correct sample size, selecting a balanced and representative group of respondents, and using the right analysis model can also minimise potential bias.

Corn is a major staple crop known for its nutritional value and versatility in industrial applications. Climate change threatens sustainable production, making understanding farmers’ preferences and willingness to pay (WTP) for desirable traits crucial in seed selection. This study employs the Choice Experiment (CE) to assess the importance of key attributes, including yield potential, disease resistance, yield under water stress conditions, and price. The evaluation was conducted in Italy on a sample of 31 producers in the Lombardy region, where corn cultivation occupies 50% of the arable land, and the national annual volume equals about 11 million tons. Results indicate that yield under water stress conditions is the most critical attribute reflecting the need for high productivity to cope with yield fluctuations and production costs induced by climate change. The significance of this study lies in its ability to provide insights into farmers’ preferences and their priorities for maize seed attributes, which in turn offer invaluable decision support to seed breeding programs. This contribution not only promotes the development of improved corn traits and varieties for sustainable production and global food security but also guides resilient investment decisions and effective marketing strategies.