“ConsumActors” for food for sustainability
ConsumActors are a specific type of consumers who want to be involved in the process which creates the food product and no longer want to be merely a passive spectator. Basically, consumActors want to be coprotagonists and interact with the producer, actively participating and sometimes gathering together, even informally, into purchasing groups (so-called “co-producers”). The appearance of these new personages lets companies experiment with corporate strategies based on cooperative competition: products and consumers act as a team to reach common objectives that can benefit all participants in the economic exchange. In the food sphere, this aspect translates into the near-total power given to institutions to act on criticalities relative to sustainability through institutional initiatives.