Cultural and organizational challenges of adopting technology, traceability and blockchain in the Italian agri-food supply chain: a qualitative study

Purpose This paper aims to explore the role of technological innovation, focusing on blockchain, in reshaping the structure, efficiency and strategic orientation of the agri-food sector. It also investigates the socio-cultural and systemic barriers hindering the full-scale implementation of blockchain technology in the agri-food supply chain. Design/methodology/approach The study adopts a qualitative approach based on a focus group conducted in Italy, involving diverse stakeholders from the agri-food sector. This method enabled the collection of rich, multi-perspective insights into the dynamics of technological adoption and challenges related to blockchain integration. Thematic coding and analysis of the discussion provided a structured understanding of the phenomenon under investigation, guided by the Technology-Organization-Environment framework. Findings Findings show that technological innovation, notably blockchain, has enhanced organizational transparency, efficiency and strategic flexibility. However, widespread adoption is limited by cultural resistance, digital skills gaps and systemic pressures from large-scale retailers focused on cost over traceability. Entrepreneurial willingness to invest in digital competencies and organizational change emerged as a critical success factor. Blockchain's ability to ensure data resilience and long-term transparency is vital for sustainable sectoral development. Originality/value This study offers a novel socio-organizational perspective on the adoption of blockchain in the agri-food sector. Instead of focusing on technological features, it analyses the relational, cultural and systemic challenges that influence the integration of innovation into organizational practices. It provides new insights into the human and structural factors that condition the success of digital transformation efforts, highlighting the need for coordinated strategies to overcome resistance and market-related constraints.