Moving from “typical products” to “food‐related services”

In the last years the market of typical food products (TFP) has been characterized by many changes showing the rise of a new paradigm of consuming and offering. The object of this case study is to underline the nature of these changes and the implications in terms of marketing strategies. The Slow Food experience is quoted here as a good example of this modernization process. This paper attempts to underline the characteristics of an interpretative model of the TFP business in order to understand the changes within the supply‐ and the demand‐side of the market. The proposed interpretation model is both contextualized and evolutionary.