Abstract
The evolution of life-styles has made the modern consumers increasingly attentive to issue of environmental, health and safety. In addition consumers re- quire a blend of characteristics inspired by concepts of quality and distinctiveness. These requirements have led to the formation of a whole series of new laws and the consequent establishment of new categories of certified products (organic food, controlled production chains, typical and/or regional specialities, etc.) both in Europe and throughout the world. The Italian agrifood system must now interpret these trends, also in view of the profound changes involving market organization of markets and growing competition. The present paper aims at analysing the principal characteristics of organic trout breeding and its potential in Italy from the aspects both of supply and demand. Particular attention was paid to investigate on consumers’ willingness to pay (WTP) for trout from organic breeding farms through the application of a two-equation generalization of the Tobit model.