In the last decade, many experts in nutrition and wellness have anticipated the key role of \r\ninnovative foods in helping consumers to have a healthy lifestyle. This study analyzes a series of \r\ncomplex key drivers that influence the food business, taking into account experiences of agri-food \r\nproducers from Italy and Romania. There have been identified a series of operational flows that \r\nslow down the development of this industry, mitigating the synergy among research and \r\ndevelopment (R&D), sales and marketing functions. One of the findings of this research is that the \r\nidentified communication barriers among food technologists/engineers and marketing experts \r\ncould evolve into business unethical approaches (e.g. deceptive packaging, creation of \"false needsââ?¬Â, \r\netc.) that could mislead consumers, hinder their knowledge and freedom of choice, thus driving \r\nhealth risks. A smooth integration of traditional values in the food design is essential to assure the\r\nproper balance between scientific research, cultural background and values in order to enhance \r\nconsumersââ?¬â?¢ health. This paper concludes that food companies should integrate local/traditional \r\nrecipes into their new products to assure superior communication and consumer understanding of \r\nthe newly discovered bio-active ingredients and to drive consumersââ?¬â?¢ acceptance, positive attitudes \r\nand receptivity towards the new aliments.
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