Sensory attributes and marketing: an exploration of Italian organic producers’ perspective

The article explores sensory experiences and expectations of organic producers regarding the consumer relevant-information for sensory properties of organic products. Individual interviews to ten prominent Italian organic producers were administered and analysed using both qualitative and quantitative content analysis and conceptual mapping. Findings show that organic producers carry out sensory analysis generally in a non-systematic and non-standardized way. However, despite high costs and lack of expertise, they state the need to improve reliability and to increase sensory tests on their products in order to better meet consumer wants. The negative influence of variability in sensory features of organic products during the shelf-life was highlighted and the need of training initiatives to improve consumer's sensory knowledge and skills was expressed. From these findings, suggestions for further research are provided.