Dr. Simona Naspetti, Ph. D., is research assistant at the Polytechnic University of Marche. She has been involved with research in agro-food marketing at the regional and national level. She joined the University of Ancona in 1994 working on market initiatives concerning traditional & typical products, including the organic ones. She completed her Ph.D in 2000 discussing a dissertation on Means-End Chain analysis of Italian organic consumers. She has been lecturer in “agro-food marketing” at the Faculty of Agriculture of the University of Ancona and she is currently carrying on a EU-funded research on consumer motivations in the purchase of organic food products. She has written a book on the marketing of organic wine, co-authored with Prof. Zanoli. Prof. Raffaele Zanoli, Ph.D., head of the Laboratory of Food Marketing & Economics of the Polytechnic University of Marche (formerly University of Ancona), is Professor of Agro-Food Marketing at the same university. The Lab is currently involved in four EU funded research projects and in many other national projects, both private and public funded. Prof. Zanoli has supervised researches and studies jointly carried by the Lab with market research institutes like ACNielsenCRA, ISMEA (the National Institute for Agro-Food Marketing) and PRAGMA. Prof. Zanoli expertise in agro-food marketing and economics has been recognised by many national and international organisations (Swiss Ministry of Agriculture, FAO, European Commission, CIHEAM), of which he has been member of many expert committees. web site