The effectiveness of communicating food security in Agri-food firms: an exploratory study from the entrepreneurial perspective

This study aims to understand how Italian firms in the agri-food sector communicate food safety and how communication impacts business performance. This piece of research is a “work-in-progress” and it is part of a wider research on food security. A survey was conducted on micro and small agri-food firms and a sample of 149 firms was selected. SEM was performed to understand how these communication tools relate to business performance. We found that both traditional and digital communication tools positively and significantly impact communication performance. However, traditional communication seems to be much more effective.