Sostenibilità e comunicazione nel settore agroalimentare: commento ai risultati di un questionario agli imprenditori

[Machine translation] The study analyzes the results of a survey conducted between May and June 2024 by the University of Eastern Piedmont, as part of the PRIN project Towards a sustainable agrifood system: legal tools for the development of European agrifood supply chain. The questionnaire, administered to 100 Italian entrepreneurs in the agri-food sector, aimed to assess the degree of integration of sustainability into the communication practices of companies and the future prospects related to regulatory and market changes. The survey focused attention on green claims, i.e. environmental statements that highlight the ecological benefits of products or services, and on their commercial impact. Recent European regulatory initiatives, including the proposed Green Claims Directive and the CSRD Directive, impose stricter requirements to ensure the veracity and transparency of corporate communications. The survey found that almost 50% of companies use sustainability statements in their communication, mainly in labeling and advertising. Companies tend to focus on issues such as the recyclability of materials, the use of renewable energy and the reduction of pesticides. However, aspects such as saving water and respecting workers' rights receive less attention. 50% of the respondents stated that they would continue to refer to sustainability only if the costs did not significantly impact the competitiveness of the product. Another significant fact concerns reporting requests: about 40% of companies have received requests for transparency from Large Organized Retail (GDO) clients or financial institutions, signaling an increasing attention to ESG performance. However, the sector is still showing some resistance, especially among small and medium-sized businesses. Finally, the majority of entrepreneurs perceive sustainability as an opportunity for growth and innovation, even if fears remain related to rising costs and operational rigidities. The survey highlights the need for companies to develop internal competencies in the field of sustainability and adapt to new regulations to remain competitive.