Kontext

The modern food system is nowadays facing many sustainability challenges. The environmental, social and economic consequences of food production and consumption are important issues that countries are today facing. Consumers can significantly improve the sustainability of the food they consume, for example, through the consumption of organic products. This greater consumer sensitivity can be seen from the increasing number of consumers increasingly attentive to the product they consume and to its origin, as well as its production process and method. In fact, nowadays the cluster of consumers who buy organic and ecological products is ever more consistent. Therefore, mountain producers should improve the certification of their mountain origin of production and certify their product as healthy, organic and produced in full compliance with the production area, generating an advantage for themselves, for the local population and for the territory in the broadest sense. In fact, mountain agriculture is useful for generating and redistributing income on the production area, as well as for improving the quality of the environment, such as soil cleaning and maintenance of biodiversity. Consumers are willing to pay more for mountain products than for traditional products because they associate the mountain with an uncontaminated production environment. However, the "Mountain Product" brand is still unknown among both producers and retailers. For this reason it is necessary to increase the knowledge and the recognition of the brand among producers, retailers and consumers enhancing its identity values ​​and quality standards as promoted by the European Union.