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ANNO 4 Numero 1
Sandro Sillani [1], Francesca Vittoria Grillenzoni [2]

Honey quality policies and retailers’ pricing


[1] Dip. Biologia ed Economia agro-industriale, Università degli studi di Udine, Udine, Italy
[2] CRA - Istituto nazionale di apicoltura, Bologna, Italy

Corresponding author: sandro.sillani@uniud.it


Distributors’ strategies and marketing activities exert a growing influence on the producers’ own strategies. In this setting a study was undertaken to verify whether the product quality policies of honey producers correspond to the retailers’ pricing or not.

A complex situation has emerged:
1) retail pricing in discount supermarkets considers the product quality policies of collective producers and specifically of the Italian origin certification;
2) in super- and hypermarkets retail pricing mainly considers producers’ brand policies;
3) in herbalists’ shops, retail pricing doesn’t consider the product quality policies of producers but only the price image of the trade point.