Communicating food safety in the agri-food firms: the perception of Italian entrepreneurs

Purpose – Food safety has become an increasing concern for consumers, stakeholders, and firms, all of which aim to reduce risks and enhance public health and well-being. This empirical study analyses the nature and the main features of the food safety communication strategies of agri-food firms by examining the various communication tools they adopt. In particular, it examines whether distinct communication strategies exist among agri-food SMEs based on their mix of traditional and digital communication tools, and how these strategies correlate with perceived business performance. Design/methodology/approach – An online survey was conducted on Italian SMEs. Cluster analysis was performed to identify different groups of firms based on their food safety communication strategies in terms of the communication mix they adopted. Findings – The findings reveal different clusters that use a heterogeneous mix of communication channels. Specifically, four clusters were identified denominated as: integrated communicators, non-communicators, traditional communicators, and essential communicators, ranging from very low to highly diverse mixes of communication channels. Each cluster has a different impact on business performance. Research limitations/implications – The main limitation of this research is that it only examines only Italian agri-food firms. This empirical study contributes to the literature on the communication and digitalisation of SMEs and agri-food firms. Suggestions for future research include an in-depth study of best practices for effective food safety communication in firms in the broader sector. Practical implications – As food safety becomes increasingly crucial for SMEs, the findings of this study suggest improving marketing strategies and investing more in digital communication. Originality/value – This research provides empirical evidence on the different communication channels adopted by agri-food firms to communicate food safety information. It is the first study to examine a large sample of agri-food firms’ communication strategies, focusing on the integration of traditional and digital communication tools and their impact on business performance.