To foster their competitive advantage, food firms pay an increasing attention to strategies that tend to distinguish their products from the ones supplied by their competitors, dedicating to this task most of their resources, knowledge and creativity. In such a framework, also the resource water, often seen as an homogenous product, is more and more utilized in the advertisement as an element that increases the quality of the final good. This paper aims at building a model that can explain the observed behaviour in the different food industries and that can give some insights about the future perspectives of the utilization of the water as a differentiation factor. To reach this goal, first we present a survey of the commercials of specific food industries (beverages, pasta, bread, fresh produce), in which the contribute of water to the product is shown. On the basis of empirical evidence, we argue that the propensity to use water as an element of differentiation is greater when greater are the degrees of technological knowledge, the consumers' perceptions, and the importance of the differentiation strategy in that specific industry. Since we expect that these three factors will increase over time, we also conclude that it is rational to experiment a generalized increase of the utilization of water in the commercials of food products. We also recommend to extend the analysis testing the results using a quantitative approach | Per effetto dell'aumento della competizione sui mercati nazionali e internazionali, l'industria alimentare è spinta a dedicare una crescente attenzione alle strategie di differenziazione. A tal fine, essa impiega gran parte delle risorse, delle conoscenze e della creatività a disposizione. In un tale contesto, anche l'acqua, una risorsa spesso interpretata come bene altamente omogeneo, risulta sempre più utilizzata nelle campagne promozionali dei prodotti alimentari per spiegare la maggiore qualità degli stessi. Il presente contributo ha l'intento di costruire un modello esplicativo di questi comportamenti tale da offrire, al contempo, indicazioni prospettiche circa il ruolo dell'acqua come elemento di differenziazione. Analizzando le pubblicità di alcuni specifici prodotti (bevande, pasta, pane, ortofrutta fresca), si argomenta che la propensione all'utilizzo dell'acqua come fattore di differenziazione in un determinato comparto alimentare è direttamente proporzionale al livello delle conoscenze tecnologiche, alla percezione del consumatore e alla rilevanza della strategia di differenziazione in quello stesso comparto. Considerando che, nel tempo, ciascuna delle tre determinanti è destinata a sperimentare un trend positivo, è lecito attendersi anche un crescente riferimento al contributo della risorsa acqua all'interno dei messaggi pubblicitari. L'impostazione prevalentemente teorica del presente contributo induce a considerare particolarmente interessante l'ipotesi di testare i risultati mediante un approccio prettamente quantitativo

Arid zones are characterized by high evaporation, low and uneven rainfall, undulated topography, presence of salt layers at shallow depth in the soil and poor-quality ground water. Under these conditions an innovative farmer in the district of Pali in the state of Rajasthan, India explored options for farm diversification under hot-arid conditions at his farm. His motivation brought him to the ICAR-Central Arid Zone Research Institute (CAZRI), Krishi Vigyan Kendra (KVK) where he was trained in various basic aspects of rain water harvesting. KVK, Pali studied the methods and innovative ideas utilized by the farmers and the subsequent gain in yield and income by adoption of rainwater harvesting at his farm on a yearly basis. Initially he constructed a small rainwater harvesting structure by which he was able to store substantial quantities of water for longer duration. As a result of constant motivation, he constructed a concrete rainwater storage structure (40M x 40M x 3.5M) and explored further options to increase production at his farm. Also, development of goat farming, intercropping, raising fodder crops and grasses, and developing a fishery, all from the gains of water harvested from rains, gave him confidence and added to the prosperity of his farm. Presently, on farm productive activities, family labour mobilization and diversification provide him with a stable income. This experiential learning also led to new knowledge emerging from interactions among a hitherto powerful scientific hierarchy and served as role model for other farmers’ adoption of innovative techniques.