Protected Designation of Origin (PDO) or non-PDO cheeses: the interplay of consumer preferences and cheeseomics. 2020NRKHAJ
Progetto The focus of this project are the cheeses labelled with the Protected Designation of Origin (PDO) and those produced following a similar technological production specification, in the same or in a different area of
production and definable as non-PDO cheeses. The PDO cheeses represent 56 Italian certified products and a value of 4.5 billion € (2019). Non-PDO cheeses are highly consumed and can sometimes represent important
local realities. Nevertheless, what is the driver that influence the consumer’s choice in PDO or non-PDO cheese purchase? Not always consumers show an awareness or knowledge about food products and in particular,
PDO labels do not always have the same relevance in influencing consumer attitudes tending to develop an affective rather than rational perceptive process.
The objectives of the project are:
i) to study whether the distinctive aromatic characteristics of PDO and non-PDO cheese can be related to the metabolic activity of microorganisms such as lactic acid bacteria (LAB) which can represent a reinforcement of
strong linkage to the protect area of production
ii) understanding the reasons driving the consumer’s choice towards the purchase of PDO or non-PDO cheeses. In particular, to evaluate if their choice is affected by specific and/or crucial sensorial properties due to lactic
acid bacteria metabolisms during cheese ripening
iii) Lastly, but of primary importance, the project aims at providing objective elements and key information to increase cheese market transparency for consumers’ better choices.
To reach these goals, the project, structured into six interconnected WPs, includes three types of survey: a consumer behaviour study, an omics characterization of cheeses and an in-depth and intersected application of
integrative analysis to multi-omics and consumer behaviour datasets.
Four different cheese varieties were rationally chosen, based on the strong contribution given by autochthonous LAB to the distinctive aromatic characteristics of the cheeses. Three RUs are part of the project because
they can provide balanced expertise in the field of consumer’s behaviour sciences, LAB functional genomics, cheese sensorial analysis and management of statistical data. Each RU will perform “omics” and sensorial
analysis of the PDO and non-PDO cheese variety produced in the respective local area (Parmigiano Reggiano for University of Parma, Robiola di Roccaverano for University of Torino and Caciocavallo Silano for University
of Bari). For each variety of cheese, a total of 40 samples will be analysed by the respective RU. Furthermore, forty Grana Padano cheese samples will be divided among all RUs.
The interplay of consumer preferences and cheeseomics information will be useful to all the stakeholders who operate along the entire production and commercial chain of cheeses (producers, distributors, exporters) to
provide the suitable communication tools for a greater enhancement for both PDO and non-PDO cheeses.