Innovations and consumer preferences: Effects of feeding and mechanical milking on the quality of traditional dairy production in internal areas

Local food is increasingly appreciated by consumers who recognize to niche products more sustainable production systems. The aim of this work is to understand the micro supply chain production of a Slow Food brand cheese of an internal area of Calabria (Italy). The producers were interviewed and environmental conditions breeding techniques, productions and ways of selling cheese were examined. Consumer behaviour was explored through a survey, intercepting 230 consumers per comprendere le motivations that influence the consumption of local cheeses produced in internal rural areas and examine the factors contributing to animal welfare and food security of the obtained productions. The study adopts a multiple correspondence analysis to draw the profiles of consumers and formulate marketing strategies to support local farmers. The research highlights the positive effects of feeding fed on farms and the effects on animal welfare determined by the mechanical milking technique. The results indicate that the local cheese is linked to attributes of better quality due to the effects of the feed supplied to the farms and to the effects on animal welfare determined by the mechanical milking technique. The research also highlights the role that small and family zootechnical companies play in preserving internal areas and sustainable farms.