Strategic behaviour of Italian fruit and vegetables importers from South Mediterranean Countries faced with food safety standards

The aim of this study was to analyse the heterogeneity of Italian specialized importers in Southern Mediterranean Countries. We analysed a national representative sample and defined a profile of companies according to the safety of fruit and vegetable im- ports, organization of chain by suppliers and clients and efforts in safety controls. We showed that the type of supply chain affects the importers’ strategies encouraging them to implement stricter standards, such as private standards, with respect to pub- lic law in order to meet customer needs and provide a sufficient degree of differentia- tion. These strategies, however, are not always aimed at obtaining a price premium, but are taken above all to ensure the maintenance of the reputation of the companies towards the most demanding customers and stabilize its market share.