Consumer preferences and marketing model for certified blockchain products based on Sicilian ancient grains: authenticity, health, and ecosystem services

Introduction Sicilian ancient grains have a dual value, as they contribute to biodiversity and are beneficial to human health thanks to their natural resistance to diseases and mycotoxins. In addition, they offer unique sensory characteristics that are appreciated by consumers around the world. The exploitation of these local resources may represent a promising alternative for agriculture in southern Italy. Currently, the absence of a local smart traceability system limits their potential. This study is part of a 3-year regional research project that aims to enhance Sicilian ancient grains through the implementation of blockchain technology along the supply chain to add value to the products by certifying authenticity, food safety, quality, and transparency. The aim is to obtain information on consumer preferences, awareness, and willingness to pay for products made from ancient Sicilian grains certified with blockchain technology, as well as the opinions of experienced entrepreneurs, to design a marketing and communication strategy to promote this supply chain. Methods Sample surveys were conducted on Sicilian consumers, and focus groups were held with both consumers and experts. Results An integrated multi-channel marketing and communication model has been proposed as the most effective for this niche supply chain. Discussion The findings fill a gap in the literature because it is the first study of its kind for this supply chain, and the proposed model is applicable not only to the enterprises of this supply chain but also to other high-value niche product supply chains worldwide.