PRESENTER
Dr. Daniele Asioli, Ph.D
AFFILITATION Department of Agricultural Science (Area: Agricultural Economics) – Alma Mater
Studiorum University of Bologna, Bologna, Italy.
Daniele Asioli holds a Laureate degree in Food Science and Technology (Bologna,
BIOSKETCH
2002) and a Doctorate degree in Agricultural and Food Economics and Policy (Bologna,
2009). He has been a Visiting Researcher at the Department of Food Agriculture and
Resource Economics at University of Guelph (Canada) and a Post-Doc junior research
fellow at the University of Bologna and at the University Cà Foscari of Venice (Italy).
Daniele is currently Visiting Researcher at the NOFIMA – The Food Research Institute
(Norway). He also has a long work experience in farms and food industries. Current
research interests regard topics in agri-food marketing, agribusiness management and
economics of quality in the agri-food chains, such as food traceability, agribusiness
innovation, technology adoption, marketing and consumer behaviour.
TITLE OF THE New Food Product Development for a New Pear Variety (ANGELYS®): an
SEMINAR
Innovative Marketing Approach combining Qualitative Methods, Sensory Science
and Experimental Economics
Food industries have to continue developing new food products in order to improve
ABSTRACT
their competitiveness on the increasingly competitive food market. It is a generally
accepted fact that far too many new food introductions on the food market fail every
year which negatively affect business performances in the food industry. This high
failure rate is widely recognised to be due to the lack of incorporation of the consumervoice in the process of new food product development (NPD). Afterall, consumers take
into account a large number of product attributes, both intrinsic and extrinsic, when
making food choices. The food industry requires a manageable protocol for NPD which
includes more realistic marketing information. The final aim is to illustrate a formalised
and innovative methodology which combines both intrinsic and extrinsic food attributes,
therefore acquiring a better understanding of consumer acceptance of novel food in real
market buying situations in order to contribute to the improvement of the process of
NPD, and in turn improve business performances of food industries. With this in mind,
a multidisciplinary research approach is necessary which involves different scientific
disciplines, such as food and economic sciences, as well as strong collaboration among
research institutes and the food industry. Points of investigation will be high quality
novel foods which are expected to be introduced into the food market in the near future.
Novel foods to be investigated will be identified through qualitative research carried out
with experts and food industries. Then, sensory analysis and qualitative consumer
research will be performed. Finally, quantitative consumer survey will be designed and
carried out by applying a new scientific methodology based on an innovative
experimental economic approach.
Keywords
APPLICATION - CASE STUDY: In this presentation, I will introduce an ongoing case
study research that regards the development of a new pear variety: Angelys®. Angelys®
is a new pear variety with distinctive marketing characteristics that include particular
sensory features as well as extended shelf life during spring season that traditionally in
the European food market is occupied by pear varieties imported from the Southern
Hemisphere. Angelys® is produced and marketed under the trademark license “Club
Angelys®“(see for example, the “Club variety”: “Pink Lady® Alliance”) and in Italy it
is exclusively cultivated and marketed by ”Spreafico Francesco & F.lli” and sold
primarily through large retailer chains. Preliminary research results will be presented.
Experimental economics; food and sensory science; food industry; new food product
development; consumer science; pear market; Angelys®; sensory marketing; qualitative
and quantitative research; marketing implications.