Open AccessThe agri-food enterprises are more and more aware of their responsibilities and their social role and they require the development of innovative marketing strategies, based on the principles of sustainability and characterized by a strong orientation to the society. Starting from the importance of innovation for the sustainable development in socio-economic and environmental terms, the study analyzes the links between sustainable innovation and food quality focusing on the communication innovations. In this regard, the study provides an overview on the evolution of marketing theory (ethical, social, responsible and sustainable), underlining the need to push also the agri-food system towards a responsible valorization as an innovative form of sustainable communication. Finally, it provides useful insights to policy makers and stakeholders on the tools required to foster and support sustainable development of agri-food sector and to create synergies between public and private interests.