The consumption of Sicilian red oranges: implications for firms involved in commercialization

We have carried out research at the University of Catania on the consumption of Sicilian blood oranges. In particular, the aim of our marker survey has been to assess the role of demand of these citruses, characterized by high health value and produced exclusively in Sicily (above all in Catania area), oncommercial firms’ trade strategies. This marker survey carried out an interview, administering an appropriate questionnaire to 20 groups of anonymous foreign consumers of several races (all European countries), during their holiday stays in Sicily. The main outcome regards worldwide interest in fresh orange juice because it keeps the raw materials unchanged in terms of original features and properties, in particular anthocyanins and vitamin C, especially now that the red colour of the Sicilian orange is no longer an off-limit factor tocustomer consumption. The widespread demand of Sicilian blood oranges has oriented the firms involved in their commercialization to keep or widen foreign markets, in which there are increasing needs for well-being and health.