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The chapter describes and reflects upon an EU-funded research initiative, TRADEIT, which has attempted to develop a learning network among European traditional food producers as one way of contributing to the economic sustainability of the ventures, the social sustainability of the food’s regional character and the environmental sustainability of food production through the use of traditional methods.

The chapter describes TRADEIT before moving on to an exploration of learning in organizations and networks. It outlines the action learning research methodology developed and implemented to explore the development of a learning network in TRADEIT. A single case history is presented to illustrate the engagement of a small food producer in the network.

The discussion reflects on the application of action learning in supporting sustainability evident in TRADEIT.

The chapter focuses on the application of action learning in the development of a learning network among traditional food producers across Europe.

Celiac disease is an auto-immune disorder that requires strict lifelong adherence to a gluten-free diet. I explore how a celiac diagnosis affects gendered feeding work within families.

This chapter is based on a grounded theory analysis of field research with five celiac support groups and 80 in-depth interviews. I interviewed 15 adult men and 56 adult women with celiac, plus nine additional family members.

Gendered care work norms place the onus of responsibility for gluten-free feeding work on women, multiplying time spent planning, shopping, and preparing meals. Women employ distinct gendered strategies to accommodate the gluten-free diet. Following a strategy of integration, women tailor family meals to meet other diagnosed family members’ dietary needs and the entire family’s taste preferences. However, when women themselves have celiac, they follow a pattern of deferential subordination, not allowing their own dietary needs to alter family meals. Thus, women continue to prepare family meals as a form of care for others, even when their medical needs justify putting themselves first.

Social support is a key determinant of compliance with necessary lifestyle and dietary changes in chronic illness. However, little research explores the gendered dynamics within families accounting for the link between social support and dietary compliance. I show how gendered care work norms benefit husbands and children with celiac, while simultaneously disadvantaging women with celiac.

This chapter focuses on the healthy lifestyle desideratum stretching out of the public policy realm to become a business interest in established and emerging economies. It is argued that retailers, through their marketing and social responsibility strategies, evolve into promoters of a healthy lifestyle at both social and individual levels. The selected examples from Poland illustrate how food retailers, particularly fast-moving consumer goods (FMCG) retailers, respond to the healthy lifestyle desideratum within an emerging economy.

A qualitative approach is taken. The role and potential activities of retailers to promote a healthy lifestyle are identified by theoretical studies. Then, retailers’ involvement in developing the ‘health and wellness’ market segment as a market opportunity is justified by analyses of competitive trends in Polish retailing. The marketing and corporate social responsibility (CSR) practices of leading Polish retailers (representatives of different organisational forms) contributing to the development of a healthy lifestyle are presented. Data are drawn from companies’ web pages, interviews, magazines and research agencies.

Recent experience in Poland confirms the finding from previous research that the retail sector in emerging economies is rapidly progressing towards catching up with well-established practices in developed countries. On the demand side, this process is fostered by the rise of middle-class consumers, while on the supply side, the key driver is the fierce competition among international chains and domestic distributors.

Examples drawn from Polish retailing represent good business practices, the relevance of which stretches beyond their local context and renders these business practices shareable.

Awareness is raised of the importance of progressing towards a healthy lifestyle; pragmatic advice is provided on how retailers from an emerging economy can enable changes in consumers’ behaviour.

The business focus on healthy lifestyle development fills a knowledge gap since health science perspectives still prevail in mainstream research on the topic.

Cities were regions ruled by local governments, where people were supposed to live together and provide equal access to sociocultural opportunities. In the 21st century, global warming and overuse of scarce limited resources has made sustainability more examined about for our entire environment, particularly cities. With the rapid increase in the population in the cities, humankind has faced a lot of pollution, destruction, and social inequality. Many regions and countries have started to build new smart cities using technology to overcome crowded life, traffic, and air pollution, improve food production, and use scarce natural resources sustainable. Smart cities also provide residents to improve their quality of life and their health; therefore, eco-gastronomy is related to organic farming and cooking method that minimize the damage to the environment with organic ingredients. For a healthy and quality life, meals made with healthy ingredients are required. Smart cities have also started to implement eco-gastronomy projects by using technology. In this chapter, cities which can be associated with the eco-gastronomy dimension of smart cities such as Gaziantep, Izmir, and Konya from Turkey and Copenhagen were analyzed.

Fewer than half of UK start-up businesses survive beyond five years (ONS, 2020). The Scottish Small Business Survey of 2019 found competition in the market and uncertainty as to how to face it were considered the most significant barrier to success by almost half of Small and Medium-sized Enterprises (SMEs) (Scottish Government, 2020). This chapter considers how four Scottish breweries have formulated start-up strategies to respond to competition in an ever-increasingly crowded marketplace in order to maximise their likelihood of survival. The findings from each of these case studies are presented in an accessible format, and indicate that a variety of approaches to the development of the businesses can be adopted, albeit planned approaches dominate. Drawing on real life experiences of four successful businesses, the practical choices they took provide guidance and inspiration for other aspiring craft beer entrepreneurs in selecting an appropriate approach to and content of their founding strategy.

Purpose: Consumer acceptance is considered the most important factor in functional food success and is given top priority in new product development. This study focussed on finding factors that influence consumer perceptions about active food and the pattern of active food consumption. This chapter aims to provide a deeper understanding of taste trading based on a consumer decision-making framework.

Research Methodology: Cross-sectional consumer data were collected by floating G-Doc containing the questionnaire which was supposed to be answered by people according to their behaviours, preferences, knowledge regarding functional foods etc. It contained questions about their income, gender, preference towards functional foods, factors affecting decision-making while purchasing functional foods etc.

Results of the Study: The findings suggest that the consumers' attitude towards functional foods was mainly influenced by the quality and suitability of the product. Purchase intent was found based on age, literacy of population, income and health benefits of active foods. Awareness of functional foods and their price significantly affected the purchase of functional foods. Most people were willing to spend more on functional foods in the future regardless of the taste and provided high quality and product suitability.

Few published studies have examined which values and motives might encourage the purchase of craft beer (CB) over the Internet by Millennials. This study aims to investigate the motivations behind CB online buying habits among Millennials, and the chosen context is Italy. Adopting a revised model of the Alphabet Theory, a questionnaire-based consumer survey was designed. The data were collected in Italy, between January and April 2020, from a convenience sample composed of 273 interviewees aged 25–39. A structural equations model was estimated using a three-stage least squares regression. The interviewees were segmented into two groups based on their habits of purchasing CB online, using a triadic split procedure. The findings confirm the significant role played in Millennials’ attitudes towards CB online purchasing habits. Specifically, within the whole sample, our concern was with the essential role played by online product availability. The impulsive desire to discover a moment of pleasure is the principal aspect influencing Millennials’ attitudes (among those who are more inclined to purchase CB online). Whereas, for consumers less inclined, sensorial aspects, self-identity and local identity remain relevant. Given the lack of research on Millennials in this purchasing context for CB, this study breaks new ground to better understand this group and the CB consumer culture in this evolving sector. These findings shed new light on making and selling CB, as well as on the interests of beer consuming communities. The findings may help marketing managers develop appropriate marketing strategies based on a better understanding of Millennial-specific needs.

Over the last decade, retailers have shown an increasing interest in providing evidence of the sustainability of their activities. This is mainly due to the demands of policy and consumers as well as competition. Indeed, several retailers are making efforts to design and implement sustainable practices from a Triple Bottom Line approach (i.e., economic, social, and environmental sustainability). This chapter discusses the sustainable practices of leading Spanish top grocery and apparel retailers, focusing on those that may be considered as setting benchmarks in their respective sectors. A content analysis of annual report sections related to sustainability, independent sustainability reports, and information published by these main Spanish retailers, enables us to identify three main types of practices providing evidence of retailers’ sustainability. These are cross-industry sustainable practices, industry-dependent practices, and firm innovations. These practices may become guidance and inspiration for other retailers in these sectors, as well as in other product assortment.

Purpose – This chapter investigates the role that mandatory genetically modified (GM) labeling versus voluntary labeling has played in the split between those countries with small GM markets and those with large GM markets.

Methodology/approach – Data on product introductions and other market evidence are used to examine market outcomes and identify the likely drivers of GM market bifurcation.

Findings – Labeling has negligible effects on consumer choice or on GM differentiation costs and therefore does not explain the split in GM market outcomes. Other factors have driven market outcomes: namely, consumer confidence in government and the safety of the food supply, competition among manufacturers and retailers, market momentum, and most importantly, the affordability of a non-GM strategy. Ultimately, a non-GM market strategy is feasible only if consumers are willing to cover the additional costs associated with non-GM production and marketing. The two elements composing the cost/price wedge between GM and non-GM products – the cost-reducing benefits of the GM technology and the costs of differentiating non-GM products – therefore play an important role in market outcomes. In the mid-1990s, when producers, manufacturers, and retailers were determining their strategies, neither element was very large. As a result, both GM and non-GM marketing strategies were economically feasible.

Practical implication – Regardless of the labeling regime, changes in the cost/price wedge between GM and non-GM products could change the mix of GM and non-GM products on the market.

Originality/value of paper – This analysis extends the literature by focusing on the impact of labeling regime on both consumer behavior and the cost/price wedge between GM and non-GM products.