In light of increasing attention on biofortified products from the institutional, scientific and industrial worlds, we investigate consumer knowledge, consumer choice, the relationship between consumer choice and lifestyles, willingness to pay, and factors influencing consumer groups regarding biofortified foods. Complicating the matter is the lack of a clear definition of biofortified foods in the last proposal of the Codex Alimentarius Commission dated 26 November 2018. Research has shown the importance of market information and variables related to lifestyle, socio-demographic characteristics, knowledge of nutritional principles, and diet, to understanding consumers’ purchase and consumption choices regarding biofortified products. Our research shows that at present the potential consumer of biofortified food products is generally confused and uninformed, conditions that, even when there is a high willingness to pay, limit purchases of biofortified products. Even in the absence of a concise definition and clear labelling at a globally recognized level, in Italy biofortified products are increasingly widespread (products biofortified with selenium, iodine, etc.), confirming consumer demand for this category of product.

Purpose: The study aims to demonstrate that farmers' markets can represent a model of environmental, social and governance reference for modern agri-food systems facing the challenge of post COVID-19 pandemic reconstruction, responding to consumer expectations in terms of health, safety and wholesomeness of agri-food products.Design/methodology/approach: A sample of consumers was surveyed in farmers' markets and social network analysis (SNA) was adopted as a methodological approach to reconstruct the links between the worlds of production and consumption and to derive the relative importance attributed to various factors that promote relational structures.Findings: The work demonstrates the importance of sustainability – as a productive and behavioural model of firms – for the construction of efficient and durable relationship systems in two farmer markets in Sicily. In particular, four fundamental components emerge in the construction of networks represented by consumer sensitivity to sustainability processes, the individual behavioural model of purchasing and consumption, the expectation of political direction and the level and factors of knowledge of the firm. The clustering elements of the relationships were found to be the territory and local products, the environmentalist attitude and the protection of resources, as well as the adoption of a rational waste disposal policy, the fight against food waste, the encouragement of healthier and more sustainable consumption styles, clear and transparent communication and the activation of sustainable supply chain processes in line with the Sustainable Development Goals (SDGs).Originality/value: The paper aims to demonstrate how alternative food systems can become a useful model for large enterprises, which are committed to rebuilding their business strategy to overcome the current crisis.

Introduction: Small‐scale sheep and goat farming is one of the business models the EU depends on to achieve the objectives of the Green Deal. However, these production systems are characterized by structural weaknesses that risk being aggravated by international events, such as the post‐COVID‐19 crisis and reconstruction, the conflict in the European area and the generalized inflationary wave. Against this scenario, the work aims to expand knowledge of these companies’ sustainability levels to assess their performance, business model, the strategic keys to their resilience and chances of survival in the changed international scenario.Materials & Methods: The approach chosen is SAFA (Sustainability Assessment of Food and Agriculture Systems), the FAO's holistic framework. The empirical analysis focused on a sample of farms in a semi‐arid Mediterranean area.Results: The results demonstrate the sustainability lag in governance, social capital, fertilizer management, landscape heritage and economic terms. This is due to the absence of strategic planning on soil, environmental and livestock management, genetic and human resource management, and farm structure. Regarding economic resilience on performance, the weight of the CAP (common agricultural policy) for these farms and the effect of high production costs are high.Conclusion: The work is helpful for different stakeholders, who are invited both to structure the intervention of eco‐schemes on animal welfare for the 2023/2027 programming period and to support farm development plans to foster the flow of innovation, cooperation and sustainability.

ISHS IV International Congress on Cactus Pear and Cochineal COMPARATIVE ECONOMIC ANALYSES BETWEEN CONVENTIONAL AND ECO-COMPATIBLE CACTUS PEAR CULTIVATION IN ITALY

ISHS VIII International Congress on Cactus Pear and Cochineal CACTUS PEAR MARKET IN ITALY: COMPETITIVENESS AND PERSPECTIVES

Enabling technologies (KETs) offer transformative potential for agriculture by addressing major challenges such as climate change, resource efficiency, and sustainable development across economic, social, and environmental dimensions. However, KET adoption is often limited by high R&D requirements, rapid innovation cycles, investment costs, and cultural or training barriers, especially among small agricultural businesses. Sicily’s agricultural sector, already strained by pandemic-related economic setbacks and inflationary pressures, faces additional barriers in adopting these technologies. To investigate these adoption challenges and develop viable solutions, the ARIA Living Lab (Agritech Research Innovation Environment) was established within the PNRR framework. A qualitative approach was used, involving documentary analysis and data from stakeholders across Sicilian agriculture. This approach enabled an in-depth exploration of sector-specific needs, infrastructure, and socio-economic factors influencing KET adoption. The analysis highlighted that adoption barriers differ significantly across sectors (citrus, olive, and wine), with public incentives and digital infrastructure playing key roles. However, a persistent lack of technical skills among farmers reduces the effectiveness of these innovations. The findings suggest that an integrated approach—combining targeted incentives, training, and enhanced infrastructure—is essential for a sustainable transition to KETs. Future research should examine collaborative efforts between farms and tech providers and evaluate the impact of public policies in promoting the widespread, informed adoption of enabling technologies.