In a time of evolution of demand towards new features and new functions for food, both producers and consumers focus more and more on human health and on environmental protection. The citrus industry has not escaped these changes in demand, also because of the eu policies that have led to greater use of the processed product at the expense of fresh one. Sicily, which for these productions has higher quality standards than its competitors, aims to develop the sector, with investments in promotion, brand protection and quality certifications, with the introduction of the dop "Arancia di Ribera". In this context Sicilian producers of oranges are aware that it’s very important to pay attention to consumer protection and health, because this elements may be a key factor for competition. This paper aims to know the orange consumer interest for certain elements that make him feel confident about quality food. The use of Cluster Analysis give us an empirical confirmation of the various types of consumers based on their level of awareness for food qualities that provide human health, confidence and environmental protection.
Keywords: Oranges, marketing strategies, quality food, Cluster Analysis
Jel Code: Jel Codes: Q13, M31, C39