What has mobile got to do with the price of fish?

If you believe this application of mobile in Italy – everything…. In view of the cost of rising food prices consumers are now able in Italy to access an SMS service set up jointly by the Italian agriculture ministry and consumer associations.

The user can check the price of different foods in the North, South or Central Italy and make an informed choice on whether the price they are paying is over the odds. A price test by the BBC showed the differences in cherry tomatoes in the different regions.

As to what this means for food miles and the practical application of putting this information in practice as a consumer – remains to be seen. Nonetheless, expect the bartering in Roman markets to become all the more fierce – driven by mobile technology.