Success Strategies and Agri-Food Companies: The Glocalism Role

In the last years the consumption forms have changed a lot, acquiring different meanings too. In particular the globalization of tastes has created some problems to the cultural identity of nutrition causing the depersonalization of consumption. Against the current scenario tending to the homogenization of the food/culinary model, the main big companies have valued all the different local tastes, without forgetting the local food traditions and habits. The results of analyses made on the business politics of some big companies and global brands show that their competitive profit consists of the spread and sharing of local cultures. Those have supported the integration in multiethnic contexts, the protection of a food and culinary biodiversity and a different way to spread the idea of a glocal and pleasant cooking.