The communication of the Mediterranean diet

Abstract

The Mediterranean diet is traditionally considered a healthy dietary pattern that prefers the consumption of seasonal food products typical of the countries of the Mediterranean basin. In 2010 it was acknowledged by UNESCO as an "intangible cultural heritage of humanity" and then recognized by many studies as a model of a sustainable diet, because of its low environmental impact. Despite its worldwide popularity, current data are showing a decrease in adherence to it and the need for a better definition universally accepted. Effectively promoting the Mediterranean diet, together with the numerous benefits associated with it, could first and foremost help fight food-related diseases, such as obesity, and contribute to the sustainable development of the food system. In addition, it would also represent an interesting opportunity for companies to respond to present consumers’ needs, who are more interested in health and sustainability, as well as to encourage and support local production and consumption. This thesis aims at understanding how today the diet is communicated by a sample of Italian firms operating in the agro-food sector through a content analysis of their websites.