SOCIAL PERCEPTION AND ACCEPTABILITY OF RAINBOW TROUT (Oncorhynchus mykiss) IN RURAL INLAND AND IN ADRIATIC AREAS, ITALY – A CASE STUDY OF CITIZENS SCIENCE

Introduction The seismic events that struck central Italy in 2016–2017 had a severe impact on inland areas of the 'Alto Maceratese' in central-northern Italy (the Marche region), leading to significant economic setbacks, particularly in the local agri-food sectors (Aleffi & Cavicchi, 2020; Dottori, 2024). In order to revitalise the area, various initiatives promoting a sustainable circular economy have been implemented. In this context, the European AgrI-fiSh project (financed by PRIMA and available at agrifish.unicam.it) was conducted to recover agricultural waste. Grape by-products, such as grape seeds and pomace, can be used to create a new, high-quality, resilient aquaculture (Quagliardi et al., 2024). Two interconnected case studies were conducted in this context, involving the administration of two sets of questionnaires: a 12-question survey was given to 30 restaurant chefs, and an ongoing 4-question survey was given to consumers. Both surveys were conducted in popular tourist destinations in the Marche region, including coastal areas such as Senigallia and San Benedetto, as well as rural areas like Macerata. The aim was to assess local restaurant chefs' awareness of incorporating a regional fish species (rainbow trout) into their winter menus and to gain a better understanding of consumers' current and future perception of such species in their diets. Materials and Methods The 12-question Survey Questions Administered to Restaurateurs: 1) What is the average quantity (in kilograms) of fish you purchase on a weekly basis during winter time? 2) What is the estimated total quantity (in kilograms) of fish you purchase annually? 3) Do you currently use salmon in your restaurant’s menu offerings? 4) How do you typically serve salmon? 5) When purchasing salmon, do you consistently consider its origin and farming method or do you prioritize lower prices? 6) Have you ever had concerns or reservations regarding salmon farming practices? 7) Have you observed any seasonal variations in the consumption of salmon by your customers? 8) Have you ever included trout in your menu offerings? 9) Would you be open to offering trout to your customers in the future? 10) If informed that the trout is locally farmed in the Marche region, produced at near-zero food miles and without the use of antibiotics, would you consider adding it to your menu? 11) Are you aware that trout is among the most commonly consumed fish species in Northern Europe and that it can contribute to tourism-related culinary interest? 12) Based on available data indicating that trout is of higher quality and lower cost than comparable fish species, do you consider it a viable and sustainable alternative for your restaurant? The results were collected and presented descriptively via percentages and Microsoft Excel graphs. The 4-question survey, divided by 4 age groups (0–20, 21–40, 41–60, >60), is the result of the capitalization of the first survey and has been expanded according to the scope of the AgrI-fiSh project. Results and discussion During the winter period, the surveyed restaurateurs (n=29) purchased an average of 33.6 kg of fish per week, equating to 1.4 tonnes per year. However, one restaurant was excluded from the survey as it does not serve fish dishes. Nevertheless, freshwater fish remained largely absent from their menus, with 81.8% of respondents indicating that they had never served species such as rainbow trout. While 75.9% of respondents used salmon, preparation methods varied (40.9% marinated), as did awareness of sustainable sourcing. Notably, a significant proportion (77.3%) expressed interest in high-quality products, and 72.7% paid attention to breeding practices. Despite having limited prior experience with trout, 77.3% of restaurateurs were open to experimenting with it, though 22.7% remained sceptical even when its sustainable attributes were considered. Therefore, there is an opportunity to bridge the gap between supply and demand by informing restaurant operators about consumer expectations and the benefits of locally produced trout as an ideal seasonal alternative to commonly used species such as salmon. When comparing salmon and trout, younger participants tended to favour salmon due to taste and familiarity, while older respondents were more positive about trout, often due to habit or local availability. Many participants said they would eat more trout if it were more widely available, suggesting there is potential for increased acceptance through improved distribution. Regarding the use of by-products in trout feed, in line with the scope of the AgrI-fiSh project, most respondents were open to it or conditionally accepted it, depending on the type of by-product used. Those people aged 21–60 were most curious and open to innovation, while rejection was more frequent among the youngest group and may be linked to unfamiliarity or lack of information. In terms of sustainability, the majority of participants considered vegetable by-products to be more environmentally friendly than fish by-products, although many recognised the value of both. This indicates a growing awareness of circular practices and an informed, balanced approach to environmental choices. Overall, consumer attitudes reflected a combination of traditional values and a willingness to embrace sustainable innovations. However, differences across age groups suggest opportunities for targeted communication and education. Conclusions A revitalisation strategy that integrates the rainbow trout farming sector into coastal and inland gastronomy in central Italy seems promising. Substituting imported fish for rainbow trout in winter seafood dishes would encourage inland trout farmers to form a regional consortium and promote the highly nutritious and sustainable nature of the species. This strategy could ensure a consistent supply and maintain quality standards, as well as improving marketing efforts, particularly if a sustainable approach is adopted. This will contribute to the economic recovery of rural areas and align with contemporary food movements that emphasise local sourcing, biodiversity and environmental responsibility. References Aleffi, C., and Cavicchi, A. (2020). The role of food and culinary heritage for post disaster recovery: The case of earthquake in the Marche region (Italy). Gastronomy and Tourism, 4(3), 113-128. Dottori, D. (2024). The effect of the earthquake in Central Italy on the depopulation of the affected territories. Regional Science and Urban Economics, 105, 103985. Pulcini, D., Franceschini, S., Buttazzoni, L., Giannetti, C., and Capoccioni, F. (2020). Consumer preferences for farmed seafood: an Italian case study. Journal of Aquatic Food Product Technology, 29(5), 445-460. Quagliardi, M., Frapiccini, E., Marini, M., Panfili, M., Santanatoglia, A., Nguefang, M. L. K., Roncarati, A., Vittori, S., & Borsetta, G. (2024). Use of grape by-products in aquaculture: New frontiers for a circular economy application. Heliyon, 10, e27443.