QUALITY FOOD INTO EUROPEANS SHOPPING CARTS. 96% FIRST LOOK AT QUALITY, THEN PRICE (91%) AND ORIGIN (71%). AGRICULTURE PROTECTS RURAL LANDSCAPES (89%), REVEALS THE EUROBAROMETER SURVEY FOR THE EU COMMISSION

Quality first in Europeans’ shopping carts. Even though the crisis has also violated Italian tables, since consumption plummeted 6.1% in a year, from April 2011 to April 2012, (Istat data), Europeans are not giving up quality: 96% of Europeans first checks the quality of the food they buy in grocery stores. Second, of course, the price (91%), while 71% also check the origin of the product.

The Eurobarometer survey for the European Commission, including more than 26.000 citizens in 27 EU states, took a “snapshot” of Europe on the issue of safety in food supply, quality and the relationship between agriculture and the rural landscape. 89% of Europeans believe that agriculture helps, first of all, to preserve and protect the rural landscape. European consumers and Italians in particular, consider quality, price and origin determining factors of choice in most Member States, as is clear from the survey, even if the price is particularly important for those who have difficulty in paying bills.

The Italian consumer, however, pays more attention to quality brands and logos. The Europeans polled (56%) were also concerned that agriculture and food production is not sufficient to meet the needs of the population in their country: 94% of Greek respondents, 85% of the Portuguese, half of the French and 46% of Italians and British. They all strongly believe (81%) that the EU should increase its food production to depend less on imports. Another important figure is the positive image EU citizens have about agriculture: 89% of Europeans (in Italy 90%) think that it helps to preserve and protect rural areas, 86% (91% of Italians) that it contributes to the beauty of the landscape and 81% (89% Italians) that is beneficial to the environment