Knowledge and Food Sustainability: the Metaverse as a New Economic-Environmental Paradigm

Nowadays the metaverse may represent the line between the most avant-garde innovations of the present and the possible development potential of the next years. The present article aims to show for the first time the potential that this innovative technological opportunity offers in the coming years. By looking at the current state of knowledge and, above all, with the help of empirical evidence from the metaverse’s main application business cases in the food sector, it is possible to understand how food companies can survive in the increasingly fierce world competition. The considerations that derive from the observation of these corporate excellent examples highlight that it is increasingly necessary to strategically invest in all three dimensions of sustainability, but also in novel new technological innovations. So, from the analysis of the most important available case studies, it is clear that metaverse is definitely a very particular innovation capable of opening up new and sustainable economic opportunities for companies in the food industry. At the current state of research, there are no comparable studies on this topic, especially in agri-food systems. Yet, this is only a starting point for further research in the future. Nonetheless, we can already recognize the strategic potential of virtual universes.