Multi-actor initiatives in the adaptation of livestock farming practices to societal challenges: Casestudy of Italian beef sector

Livestock farming faces growing societal challenges, particularly in urbanized societies increasingly disconnected from agriculture. The Entr’ACTES project analyzed how controversies around livestock farming impact stakeholder practices and engagement in four European countries, including Italy.This study focuses on meat sectors in the Pô Valley, a highly urbanized region with diverse livestock systems. A Master’s 2 class from Institut Agro, supported by local academic partners, conducted 26 semi-structured interviews with stakeholders (farmers, researchers, unions, banks, consumer associations…) to assess their perception of how citizens view livestock farming, and how they address these perceptions.Stakeholders perceive a widespread lack of knowledge among Italians, particularly urban dwellers (23/26 interviewees). In their view, we could classify citizens into three groups: (i) critics, misinformed; (ii) indifferent consumers; (iii) interested consumers, eager for information—on whom efforts should focus. They identify animal welfare, meat quality, and trust in labels as key concerns.Four main strategies emerge: (i) Enhancing local/national biotechnological production to improve livestock conditions and image;( ii) Strengthening local communication (fairs, events) to boost product image and trust through traceability; (iii) Preserving traditional systems and breeds via strict European standards (DOP, PGI, but not organic); (iii) Developing product marketing, culinary valorization, and distribution via national/international networks, such as Slow Food, with a strong economic focus.Compared to France, where the first three strategies are mostly managed by national institutions facing the challenges of international and economic valorization, Italy seems to stand out for promoting synergies between different actors. Local initiatives target consumer expectations, while national/international actions strengthen the economic dimension.