Purpose – Nutrition have a significant impact on people’s daily lives. Food and beverages have a central role above all in this actual era. Companies from different sectors have been pushed towards a renewal of production models, also due to new global consumption behaviour, not only, but for the worsening crisis of the ecological balance, the persistent social inequalities and processes of economic growth with characteristics and induced effects progressively disputable. Recently the goal of value creation in different companies was value for shareholders: now, this approach is widely obsolete. In this way of renovation, companies must be open to dialogue with its stakeholders, in order to generate a cooperation that allows to obtain consent, trust, legitimacy. If this behavior goes towards the stakeholder satisfaction, the result is a good CR (corporate reputation): the base for a long time competitivity. Design/methodology/approach – The aim of this research are as the follow: 1. a sintetic description of the concept of sustainability according to the literature; 2. show the behaviours of a company (case study) that tries to combine tradition and innovation and the process of building of CR: relationship. Originality/value – This methodology puts in evidence that a good management, the correct corporate policy leads to the assumption of favorable behavior by stakeholders thereby improving the performance and the market value (Fombrun and van Riel, 2004), finally the value of CR. The outcomes of the application is to show the first step to study towards an alignment between environmental-social interests and shareholder-CFO interests. The challenge is to invest “correctly” in order to achieve best results. Technological innovations combined with the reduction of use of resources or waste decrease and the environment safety is the real strategy to secure the future and to improve quality level in own CR. Food and nutrition is the content of EXPO 2015: this is another demonstration of industry evolution, with particularly attention to production techniques, respect for biodiversity, increased safety for consumers. Practical implications – It is important to invest in new management models, adopting new strategies and corporate policies: from production (reducing the environmental impact, worker safety, care and quality of products, …) marketing (consumer satisfaction, …) human resource management (training, updates, employee satisfaction, …) and the financial aspects (investment evaluation, …).