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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.

The purpose of this paper is to assess what effect the consumer familiarity has on liking of Italian traditional salamis. The authors ascertained the category of consumers that has more influence on the quality judgment of the salami and investigated on the differences in the sensory attributes perception between consumers with different familiarity.

Eight samples of both Napoli and Mugnano del Cardinale salami were investigated. The study consisted of three parts: first, technical questionnaire submitted to the producers; second, descriptive analysis performed by 12 trained judges, and third, hedonic tests with different consumer categories: low familiar and high familiar consumers, trained assessors, and salami producers.

Manufacturing processes were quite heterogeneous, those differences affected the sensory profiles of both salamis. Hedonic results indicate that consumer familiarity had a significant effect on overall liking of Napoli salami. In particular, both low familiar consumers and producers give the same judgment to all the products. High familiar consumers and especially trained assessors were more selective than the other ones. Differences in the sensory attributes perception between the consumer’ categories were found.

Europe has a great number of traditional foods as a result its long history, diversity of cultures, and different climates. These foods represent a very important part of the local economy. Thus, the research effort is contributing to better understanding of the manufacturing process of two Italian traditional salamis and to better addressing consumer needs in relation to traditional foods.

The experimental procedure used in this study for consumer tests is very original and proved to be useful to obtain interesting results. The proposed research is contributing to enhance the competitiveness of those traditional foods.

The objectives of this paper were twofold: to explore if there are differences in the perceptions about supply chain performance (SCP) and relationship quality (RQ) among traditional food supply chain members, and to examine the influence of individual relationship variables and aggregated relationship quality on SCP in the traditional food sector.

The survey was conducted in a triadic context with 189 supply chain members (62 suppliers, 65 focal companies and 62 customers) of 65 traditional food supply chains (cheese, olive oil, meat products, brandies and liqueurs, wine and honey) in Croatia. The influence of individual relationship variables and aggregated RQ on perceived SCP was tested using regression analysis.

It was found that there were no significant differences in the perception of overall SCP and RQ among supply chain members. It was identified that aggregated RQ and all individual relationship variables (trust, commitment, economic satisfaction, non-coercive and coercive power, reputation and conflict) have a significant influence on perceived SCP of the traditional food supply chains.

This study provides a systematic approach to investigate the SCP and supply chain RQ in the traditional food sector. The findings suggest that managers should not neglect any aspect of supply chain relationship to keep high SCP and to be competitive on the market.

This multiple supply chain study makes an original empirical contribution to the supply chain and network management literature by using a triadic approach to investigate RQ and SCP. The influence of individual RQ constructs and aggregated RQ on traditional food SCP examined in this study has not been explored thus far. This study also makes an original empirical contribution by investigating RQ and SCP in the traditional food sector, which has received little attention recently.

The purpose of this paper is to analyse key determinants of Polish consumers’ loyalty, identified through the analysis of relationship marketing literature, with reference to traditional foodstuffs.

The paper's approach is a systematic review of the Web of Science, Ebsco and Pro-Quest electronic databases, from 1990 to 2014 as well as research results run by Polish and international research centres, groups and institutes. The paper focuses on two main aspects. One is connected with the development of traditional foodstuffs being a consequence of growing prosperity of the Polish society, and the emergence of consumers who rate quality, national/regional identity and own cultural values higher than the price. The other one is connected with key determinants of consumer loyalty towards traditional products. The paper uses secondary data, and presents research results run between Polish consumers of traditional food products. Attitudes and behaviour of Polish consumers of traditional products in relation to key determinants of loyalty, such as attitude towards the product, the level of satisfaction, trust, price sensitivity and frequency of purchase and willingness to do repeat purchase are identified in the paper.

According to the analysed research, almost 90 percent of the respondents positively perceive traditional products. The results of the research confirm positive and emotional attitudes of consumers towards traditional products. This emotional attachment, which is very important in creating loyalty among consumers, makes them buy traditional food. Polish consumers are satisfied with the taste of traditional products, which are also perceived as fresh and natural. Consumers rate the quality of traditional products highly and underline their positive influence on their and their families’ health. According to the research, Polish consumers pay little attention to geographical and quality indications, which are designed to build a trustworthy image of the products. Traditional products are perceived as expensive, which makes it difficult to build loyalty and affects the frequency of purchase. Almost 40 percent of the respondents buy traditional products once a month.

The research results presented in the paper have significant implications for management, that is producers and retailers of local food, in particular with regard to their future marketing effort. Producers and entrepreneurs should monitor behaviour of consumers of traditional food to adapt their offer to changing trends in order to create their loyalty. Consumers expect the products to be made of appropriate ingredients and production methods in order to keep their original taste and character. They also expect some product innovations and proper communication to become loyal.

The paper has significant implications for society. The process of building customer loyalty towards traditional products is important in the context of their quality of life and public attitude. Traditional foods are a part of culture and the identity of the population where they are produced. Therefore they carry a strong symbolic value for the customers. They are also perceived as healthy and nutritious products, containing a lot of vitamins and minerals. Creating loyal attitude towards them may improve the quality of customers’ life.

The paper provides interesting insights about loyalty for traditional products. Based on the determinants of loyalty identified by the author in relationship marketing literature the analysis of these variables was conducted in relation to traditional products. Due to the best author knowledge this is one of the first attempts, if not the first, where loyalty determinants were described in relation to traditional products. The literature lacks comprehensive research on particular aspects of loyal behaviour in the market of traditional products.

The purpose of this paper is to explore the differences between consumer motives regarding purchase of traditional food in two European countries (Croatia and Austria) with a different history and development in regards to traditional and/or regional food.

A word association test and soft laddering interviews were used to elicit consumers’ perception and purchasing motives for traditional food. Additionally, the questionnaire contained socio-demographics and questions about shopping habits concerning traditional food. Semi-structured, individual, face-to-face interviews were performed with 31 Croatian and 28 Austrian respondents.

The most frequent associations/definition in both countries refers to heritage (food of generations) and elaboration (traditional receipt). The meaning of traditional food is for both samples positive. Hierarchical value maps for both countries contain ladders standing for health or support of local farmers. Additionally, the Austrians connect traditional food with environmental friendly production while for the Croatians sentimental hedonism ladder starts with perception of traditional food as a mean to connect with the childhood.

The findings can be used by traditional food producers in order to better understand consumers’ motives and accordingly adapt their marketing strategies.

This is the first work which uses free association test and laddering interviews to reveal consumers perception and motives for purchase of traditional food both in Croatia as well as in Austria.

The purpose of this paper is to evaluate the market orientation and the marketing management capabilities of SMEs that produce traditional food products, by identifying their critical points in marketing activities.

The theoretical framework of this analysis relates to market orientation approach. Marketing management capability was evaluated through a questionnaire using proxies to study the different stages of marketing management. The survey involved 150 firms of which 118 are SMEs producing traditional food products, located in Hungary, Belgium, and Italy. The data were collected by a self‐administered internet survey and were analysed using multivariate analyses.

Cluster analysis resulted in four clusters with different marketing management capabilities. Most of the SMEs in the sample lack marketing management capabilities, even if a considerable proportion of the firms considered report good marketing capabilities that lead to a market orientation. The weakest step of market orientation is the dissemination of generated intelligence. Indeed, SMEs lack marketing organisational activities, namely in planning and implementation of marketing strategy. Moreover, SMEs with better performance check that their objectives are reached but do not compare their strategy with that of competitors. Hence, they could miss opportunities to keep up to date with market development.

This paper provides interesting insights about the marketing capabilities of food SMEs, which usually find it difficult to stay in the market beside large firms. Moreover, there are not many contributions in the literature about the application of market orientation approach on traditional food producers.

This chapter compares and discusses the 10 sustainability-oriented food supply chain innovations described in the previous chapters. Our purpose is to address and reflect on the questions and challenges introduced in the first chapter.

The cases are first analyzed in terms of the extent to which the innovations were motivated and impacted the social, environmental, and economic dimensions of sustainability. The various sustainable food supply chain practices adopted are compared. The third section explores the innovation strategies used in the cases, including the type of strategy, the breadth and level of innovativeness of the strategy, the governance approach, and the extent of capability development required. The final section presents our conclusions.

The results suggest that to become truly sustainable, companies need to adopt a broad set of practices that address all three dimensions of sustainability, and develop strategies to make the sustainability-oriented innovation economically viable. The more radical and systemic the innovation, the more difficult it is to generate these outcomes.

This chapter introduces the volume’s theme by describing the challenges of sustainability in the agri-food industry and the critical role of agri-food supply chains. Following a description of traditional and sustainable supply chain management practices, we discuss the likely characteristics of sustainability-oriented innovations and how organizations pursuing higher levels of economic, social, and environmental performance will need to adapt their capabilities.

Drawing on the emerging concepts and practices from sustainable supply chain management as well as traditional and emerging concepts from innovation, we develop general propositions and expectations about how organizations might address sustainable effectiveness in their supply chains. The importance of the agri-food industry to all three pillars of sustainable effectiveness and predictions about the inability to feed future populations gives the discussion a certain urgency.

Sustainability-oriented innovations in the agri-food supply chain are different from traditional innovations. We develop propositions regarding the driving motivations, their nature and scope (i.e., more radical and systemic than incremental and focused), and the importance of a multi-stakeholder approach. The 10 cases presented in the volume are summarized.

The purpose of this paper is to analyse the combined effect of sensory variables, information and attitudinal constructs in the prediction of consumer behaviour towards homemade food.

A quantitative survey-based study was carried out in Lima, Peru, with subjects involved in making household food purchasing decisions. A sensory test was performed and respondents were asked about their degree of liking (DOL) and intention to buy (ITB) a specific homemade food product. Ordinary least squares was used to identify predictors of DOL and ITB.

Information about homemade characteristics affects neither the sensory evaluation of a homemade food product nor the dependent variables. The sensory attributes were the most important predictors of overall DOL, whereas buying intention was strongly influenced by the overall liking of the product. Attitude towards homemade food significantly predicted both dependent variables as well. While the importance given to extrinsic cues had a negative effect on overall DOL, food enjoyment positively affected ITB.

Bias in some socio-demographic aspects and the fact that only one homemade product category was assessed in a specific location do not allow for generalisations. The use of negative-to-positive response scales might also have biased the results of this study.

To the best of the authors knowledge, this is the first research paper that analyse the combined effect of information, socio-demographic, psychographic and sensory variables in the prediction of consumer behaviour towards homemade food.

This study aims to analyse the influence of descriptive norm, perceived behavioural control, perceived threat of non-communicable disease (NCD), healthy food extension education frequency, the frequency of healthy food community group meetings, healthy food-related newspapers/magazines usage frequency, healthy food-related websites usage frequency and healthy food-related social media usage frequency towards traditional functional food consumption behaviour, especially tempeh, in Indonesia.

This study collected data from 99 respondents who consumed traditional functional food. The data were analysed using multiple regression.

Traditional functional food consumption behaviour is significantly influenced by descriptive norm, perceived behavioural control and the frequency of healthy food community group meetings. The traditional functional food consumption behaviour is not affected by the perceived threat of NCD, healthy food extension education frequency, healthy food-related newspapers/magazines usage frequency, healthy food-related websites usage frequency and healthy food-related social media usage frequency.

This research investigated only one functional food type and employed a purposive sampling technique. Future research should be conducted in other contexts to examine the stability of the research findings.

To improve traditional functional food consumption, it is essential to ensure that people can easily consume traditional functional food. It is also essential to develop an extension education strategy that involves the community's influential person/leader and healthy food community group meetings.

This paper is the first that investigates traditional functional foods consumption behaviour.