Alternative food chains as a way to embed mountain agriculture in the urban market: the case of Trentino

In this paper is studied the case of Trentino, an Italian Alpine region where alternative food chains are quickly developing, by comparing the development of alternative markets in this context with other Italian peri-urban areas. The mountain environment makes it very difficult for farms to standardize their products according to the requirement of the large retailers. Through alternative food chains, the typicality of products and the savoir faire of the farmers – representing the two main factors of products’ added value – are endorsed and more easily communicated to the market. Data from a survey conducted on short food chain consumers show that they are inherently more careful to these particular cues of the products, as a result of a lifestyle that makes them more attached to identity and origins, as well as being more proud of their territory