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

The water footprint is an indicator of freshwater use taking into account both direct and indirect water use of a consumer or a producer. The concept of water footprint can be applied to business companies to provide indications about the sustainability of their production process. We considered the case of pasta production from a large-sized company, Barilla. The water footprint of 1kg of Barilla pasta has been shown to range between 1.336 and 2.847l of water, depending on the production site, local environmental conditions and agricultural techniques used to cultivate durum wheat. Relevant virtual water fluxes, involved in pasta and durum wheat trade among different countries, were also quantified and analysed, demonstrating the need to consider water-related production processes on a global scale when examining the water footprint of an international food company.

In the present study, production and using possibilities of powder of macaroni boiling water (PMBW) were investigated. After cooking process of macaroni, firstly pre-drying was carried out at 50 °C in a drying oven and then lyophilization process was conducted to obtain final powder product. Physicochemical characterizations like total dry matter, ash, fat, protein, pH, aw and color properties were carried out and also technological properties of sample were determined. Both macaroni boiling water and the final powder product were examined in terms of microbiological analyses. It was found that macaroni boiling water had to be processed in 6 h after cooking if the cooking water was stored at room temperature. Also, the duration of 12 h after cooking was found to be limit level for microbiological safety of cooking water if it was stored at +4 °C. Besides, scanning electron micrographs of particles and fatty acid and mineral profile of the final powder product were determined. Macaroni boiling water is a by-product having a lot of nutrients and in this study it was proved that utilization of this by-product may be feasible. The macaroni boiling water can be used as a food ingredient and also as an enrichment agent.

High GI carbohydrates are associated with several diseases, including diabetes, obesity, and cardiovascular disease (CVD). The rate of starch digestion and absorption significantly impacts metabolic responses. Slowly digestible carbohydrates are advantageous for managing metabolic disorders such as diabetes and hyperlipidaemia and are found in legumes, pasta, and whole-grain cereals. Peas, a high-quality protein source, are typically consumed after soaking and cooking. Pea cooking water is the by-product of split yellow peas, often regarded as an ideal egg white substitute in bakery products due to its emulsifying properties. Pea cooking water (PCW) was recently reported to be rich in proteins, fibres and micronutrients. However, current research has not specifically investigated the nutritional aspects of pea cooking water, although significant nutrient loss is known to occur during cooking. This study investigated the potential of pea cooking water to manage glycaemic responses in carbohydrate-rich foods by examining its effects on human glycaemic levels as well as the structural and textural properties of these foods. This study examines the structural and nutritional modifications that occour to pasta when PCW or pea flour (PF) are incorporated into the formulation. The inclusion of freeze-dried PCW (PCWFD) in pasta significantly (P<0.05) reduced the optimal cooking time (OCT) and altered water absorption capacity due to its unique structural attributes. Compared to traditional wheat pasta, PCWP exhibited a lower OCT (P<0.05), reduced swelling index (P<0.05), and higher cooking loss when substituting 20% of semolina with PCWFD (P<0.05). Additionally, pasta substituted semlina with 10% and 20% PCWFD showed increased tensile strength and decreased cutting force (P<0.05), maintaining an intact microstructure and consistent particle size distribution. The incorporation of PCWFD modified protein-starch network of the pasta. The modified protein-starch networks in PCWP and PFP resulted in slower glucose release and a lower glycaemic response (P<0.05). The study explored the impact of varying cooking times and PCWFD levels, finding that longer cooking times and higher PCWFD concentrations affect cooking loss and water absorption, influencing glycaemic response. PCWP performs comparably or better than traditional pea flour pasta in in vitro glucose digestion tests. The food matrix does not disrupt the effect of PCW in reducing and slowing glucose release, as demonstrated by comparisons with rice boiled in PCW versus normal water. PCW incorporation significantly reduced postprandial glycaemic responses in human subjects (P<0.05), attributed to the high protein content and fibre effects on gastric emptying. The lower glycaemic index (GI) effect is also due to the higher protein content, lower starch content, and protein-starch interactions. Despite a fully gelatinized structure, PCWP maintain a reduced glycaemic response. These findings highlight the potential of PCW as a functional ingredient to enhance the nutritional profile of pasta, reduce glycaemic responses, and promote sustainable food processing practices. The present work addressed the potential health benefits of PCW to develop of functional food by investigating the effect on human postprandial glycaemic response. It represented a functional and innovative approach to food development while promoting environmentally sustainable practices.