| This programme was developed within a cross-disciplinary approach resulting from five project proposals focusing on the organic wheat, flour and bread sector. More than 30 researchers from nine academic research laboratories, five technical centres, three development agencies and four industrial firms were involved in the project, covering a large area of expertise (from genetics to sociology). The programme adopted a reverse engineering approach, starting from consumer expectations and travelling, link-by-link, up the food chain. A qualitative study of consumer perception and expectations showed that organic bread was perceived as a natural, nourishing and healthy product, and that although its organoleptic characteristics (volume, texture, etc.) were a... |
