Cozinha da Madeira website: the online touchpoint for a sustainability oriented service of Madeira Island

Over the past several years technology has been evolving in a way that it has become crucial for most businesses and companies to have interactive technology enabled touchpoints available online. Such interactive touchpoints can be developed as mobile application, webpages, or even through social networks. In the end such touchpoints will most surely represent the most easily reachable and marketable side of the business. Today selling a product alone is no longer enough to make consumers satisfied and complete, businesses and business models are changing. Increasingly, companies are choosing to not just sell products but to combine both sale and service. These service-based approaches will provide the client with a unique and personalized experience of what the company is selling. By selling a service the company transmits values that are more complex than the simple selling of a product. A service is something immaterial, happens over time and exists in the moment of the delivery. When conceiving and designing services, the use of the new technologies becomes a crucial step in order to craft touchpoints that facilitate the whole experience cycle of the service, from attracting, orienting, interacting and retaining the client, as well as providing later support to the consumer to advocate for the service itself. This thesis reports on the design and implementation of the online touchpoint of Cozinha da Madeira, which is a service designed to support tourism, specifically promoting the discovery of tradition and landscapes in the island of Madeira. Such touchpoint developed in the form of a website, embodies completely or partially various stages of the Service Experience cycle, from attracting and connecting, orienting, interacting as well as retaining and advocating. Through this thesis we will describe the design and implementation of such touchpoint as well as the evaluation and possible future implications.

Screening of wheat Landraces from Madeira Island for iron tolerance

Since the fifteen century, the rainfed-cultivation of wheat for grain is traditionally performed on the Island of Madeira. Under several microclimatic conditions and along very sloppy mountains, the landraces are grown on isolated terraces of Andosols with high amounts of iron. Iron oxides are the main inorganic binding agent contributing to the stability of aggregates and to soil fertility in long-term sustainable agriculture in acid and iron-rich soils. After a two day period of seedling initial growth, a screening test of sixty traditional wheat (Triticum spp.) landraces from the ISOPlexis Genebank at the University of Madeira, Funchal, was performed using nutrient solutions containing 10 or 600 mM Fe, during five days, under controlled laboratory conditions. The elongation of the longest primary root was measured for each genotype and the mean root increment relative to control (as, % relative root increment or RRI; n=28) calculated. This parameter appeared to be a sensitive indicator of Fe tolerance in wheat. Over 85% of wheat germplasm showed the RRI higher than 50%, while the RRI of seven accessions exceeded 70%. This indicates that those landraces are Fe tolerant and might be of particular interest for cultivation under acid rich iron soils of tropical and subtropical areas.