Food traceability as driver for the competitiveness in Italian food service companies

Consumers, companies and institutions have discussed the importance of food traceability in the EU for some time. The research objective is to compare perceptions of the role, importance and main “components” of food traceability in the food service field (in food service points of sale: restaurants, hotels, café, bars, catering etc.) between Italian consumers and Italian Hotel, Restaurants and Catering companies. The comparative analysis identified whether consumers and companies have the same concept of food traceability and its relevance in the hospitality field. A survey was implemented to collect feedback on seven items that can be considered as main part of food traceability. A Student t-test was used to identify the statistically significant differences in answers between consumers and the food service companies (mainly Hotels, Restaurants and Catering), and to assess the relevance of food traceability in their perceptions. An ordered logit regression was implemented to assess the determined variables on the companies and consumers behaviors. The research demonstrated that food service companies often have a biased perception of consumers’ opinions, beliefs and expectations regarding food traceability, compared with what consumers really think and want. The most original aspect of the study is the comparison of the perceptions identifying similarities and differences in the two samples.