Katia Laura Sidali is post-doc researcher at the University of Gottingen (Germany) since 2009. She took her PhD in a joint doctoral program between the University of Bologna (Italy) and the University of Gottingen. Her research focuses on marketing of food and tourism, consumer behavior and communication strategies in tourism. She has been awarded scholarships by the Italian Trade Commission (ICE) in 1993 and by the German Steinbeis Association in 2000. Her research appears in the following reviewed scientific journals: Journal of Global Marketing Science, Journal of the Swiss Society of Agricultural Economics and Agricultural Sociology and Journal of the Canadian Association for Leisure Studies Leisure/Loisir. Achim Spiller is Professor and Chair of Marketing of Agricultural Products and Food, University of Gottingen, Germany, Department of Agricultural Economics and Rural Development since 2000. His research interests centre around quality management, consumer behavior, branding and organic food marketing. He is a member of the Scientific Advisory Group of the Federal German Ministry of Agriculture and serves as Chair of the Stakeholder Board of the German Quality Certification System QS GmbH. His work has been published in both national and international journals (more details are available at: http://www.uni-goettingen.de/en/20076.html). Birgit Schulze is Junior Professor for Agribusiness and Supply Chain Management at the University of Kiel since 2010. She took her PhD in 2007 at the University of Gottingen. Her main research interest is the analysis of agri-food supply chains with respect to chain actors' behavior, i.e., from consumers to farmers. A special focus has been on supplier relationship management in milk and meat chains. Her work has appeared in the Journal on Chain and Network Science, Zuchtungskunde, Journal of the Canadian Association for Leisure Studies Leisure/Loisir and a number of national and international conference proceedings.