Applying blockchain technologies to marketing processes: what impacts relationships in the agri-food industry?

This paper deals with the application of blockchain technologies to marketing processes in the agri-food industry, by focusing on the wine sector. By addressing two gaps emerging from the extant literature, i.e., the application of blockchain to the marketing process in a comprehensive way and the potential benefits and challenges of blockchain in the agri-food industry, this still ongoing research presents preliminary insights from two case studies of two wineries located in the Italian Apulia region. Preliminary findings highlight the potential of blockchain technology to transform consumer relationships by enhancing data and information transparency, reducing information asymmetries, and establishing and strengthening a direct relationship with the final consumer.