Valorize to Protect Lucanian Sheep and Goat Biodiversity.

European agriculture and rural development policies have promoted the diversity and genetic types of autochthonous breeds to increase sheep and goat biodiversity. Agri-environmental measures to support livestock farmers, have been the main tools used by these policies over the last twenty years. The COLAUTOC, "Collection of a seed bank for native sheep and goat breeds and strategies to increase their numbers", research project in Basilicata, Southern Italy, investigated sheep and goat farms with autochthonous breeds with results proving a reduction in the number of sheep and goat farms in general, particularly those with native breeds at risk of extinction, a clear indication of policy failure with a devastating loss of sheep and goat biodiversity. The COLAUTOC used a variety of methodological tools, including, desk analysis, focus groups, interviews, school workshops and a survey on sheep and goat meat consumption. The results indicated that a recovery in sheep and goat biodiversity could be achieved by supporting farm livestock strategies with a view to diversify production methods and activities, whilst, recognizing the value added to the territory, landscape, biodiversity and sustainability. The strategies identified by the COLAUTOC project require a local vision, using agri-environmental funds to invest in training on innovation for farms, provide tools to improve the quality of life in the rural areas, to increase communication channels to further knowledge and awareness of biodiversity. These strategies could contribute to meeting several 2030 Agenda goals.

Market Opportunities for Hay Milk: Factors Influencing Perceptions among Italian Consumers.

Central and South Italy are characterized by small-scale dairy farms and growing abandonment by farmers for other, better-paid, off-farm jobs. New marketing concepts for milk can be one solution to remunerate mountain farmers for their efforts. This study investigates the potential market for hay milk in Italy. In particular, we want to understand which variables drive the people's willingness to consume hay milk, and if the European food quality certification schemes impact on people's willingness to consume milk from hay-fed cows. Data were collected from a sample of consumers from Central and South Italy (n = 331) using a web-based survey. Later, a discrete choice probit model was applied. The main results indicate that aspects as curiosity, the production place of food, the local culinary traditions, label, and environmental issues play an important role in the people's consumption intentions for milk from hay-fed cows. Moreover, the survey highlights that the respondents had positive opinion towards hay milk and highlighted some important marketing implications for the Italian milk sector. The study findings could encourage discussion about a niche market to boost local growth, initiating a process of improving livelihoods, certification of products, and use of the marketing tools addressed towards a specific milk consumer's profile. In other words, the study could provide useful implications for food manufacturers and facilitate the design of marketing strategies for hay milk produced in Central and South Italy.