The aim of the study has been to understand the stakeholders’ stance, with respect to the different stages of Porter’s value chain, to learn what activities could create the most value to the future competitiveness of the Italian aromatic sector. The main challenges faced by stakeholders and possible future strategies have been investigated. A survey, consisting of four subsequent phases: creation of a focus group, identification of actors and experts, gathering of data, and processing of the data using descriptive statistics and Multiple Correspondence Analysis (MCA), has been performed. The stakeholders agreed that the Italian aromatic sector needs to enhance its value chain, but there is a polarisation of importance especially towards processors and retailers. Processors consider operations and outbound logistics as the most relevant primary activities, while retailers consider marketing and sales. Firm infrastructure and technology development are the more relevant support activities for retailers, while human resource management for processors. Farmers are apprehensive of imports, while processors agree that priority should be given to the bargaining power of retailers. Training of professionals emerges as an important future strategy to improve the extended value chain of the sector.  The article investigates the extended value chain of the aromatic plant sector, according to Porter's model, in combination with a multivariate explorative tool (MCA). The results represent preliminary insights that can be used to diversify the role and sensitivity of different stakeholders, with respect to supply chain competitiveness and innovation.

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PurposeThe objective of this study is to investigate the role of mothers in administering afternoon snacks to children aged between 6 and 10. Through an exploratory analysis, this study aims at identifying how sociodemographic characteristics of mothers and children and objective and subjective nutritional awareness of the parent influences healthy or unhealthy food choices for the children.Design/methodology/approachAn online survey was submitted to 242 mothers of children attending primary school. Non-parametric correlation using Spearman's coefficient was adopted as an exploratory analysis tool.FindingsThe analysis shows that the mothers' level of education and income influence the purchase of snack products. More permissive parents tend to be less well-off, have more than one child and also purchase sweet treats, salty snacks, and sugary drinks more frequently. Furthermore, the results show that parents' perceived subjective awareness is actually lower than their objective awareness, but also that both types of knowledge positively influence the purchase of healthy snacks.Originality/valueThere is extensive research documenting the importance of parents in reducing the risk of obesity; however, their influence on snack intake has not been widely discussed. Furthermore, the association between the occurrence of obesity and parents' behaviour regarding their children's snacking remains unclear. To bridge this gap, this study focuses on a meal which is often linked to poor eating habits: the afternoon snack.