Digital communication narrative in the apple supply chain: Insights into traceability, certification, and sustainability

This study examines the communication strategies of leading Italian apple producers through their websites, with a focus on sustainability, traceability, and certification as key factors in shaping consumer perceptions and differentiation. A sample of websites from the members of Assomela, the Italian apple growers’ association, was analysed using content analysis and the Reinert method to identify thematic clusters. Three primary clusters emerged: (i) certifications, quality systems, and traceability; (ii) natural cultivation and ecosystems; and (iii) network associations and consortia. The findings indicate that sustainability communication predominantly highlights environmental concerns, followed by social and economic aspects, with a strong emphasis on product certifications. While traceability received limited direct attention, it was inherently linked to certification schemes. The study underscores the significance of sustainability certifications, particularly environmental ones, and suggests that although traceability is integral to certified products, it is not always explicitly communicated. These insights contribute to a deeper understanding of communication strategies within the apple supply chain and highlight opportunities to enhance consumer trust through clearer traceability messaging.