Innovation potential and impact of ancient varieties. Promotion strategies for the durum wheat variety Senatore Cappeli

The article investigates a recent trend in the food market (based on cereals), driven by a feeling of "nostalgia", which is often opposed to the concept of "innovation", and is justified by the mistrust in the undesirable effects of technological change: a sort of nostalgic "retromania". However, this trend can also be framed within a more complex phenomenon, which is halfway between past and future: we can call it "innovative nostalgia". To this end, a survey was conducted on a sample of consumers of cereal products. The results of the survey suggest that it is possible to build a strategy for the valorisation of ancient varieties of durum wheat, which are able to mitigate the negative aspects of industrial technological change. The survey shows the usefulness of focusing on elements such as health and organic farming.