This article discusses the basic ways of water-preparation in food industry. Water-preparation plan with elements of disinfecting for production of drinking water and drinks is given. The analysis shows that water should meet definite microbiological requirements. In order to reduce its fatal influence on the health of people the clearing and preparation of water are necessary. Development of techniques and means of clearing without chemical technologies, including ozone treatment technologies, allows one to lower and to get rid of application of chemical compounds and reagents. At the moment the ozone treatment water technologies with consequent treatment on filling filters are the most rational. Ozone is the strong oxidant and disinfects water faster than chlorine in some times. With activated carbon use both the flavouring qualities and smell become better. Technology of mutual ozone processing with absorption is the most perspective for water purification and disinfection, possessives a high efficiency in comparison with attitude to pathogen microorganisms, does not lead to the formation of harmful collateral products. Therefore, the questions of development of safe technologies and means for water preparation and treatment are actual and well timed

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