Valorization of traditional foods - The case of Provolone del Monaco cheese

Purpose: This study aimed to assess if an Italian artisanal pasta filata cheese, named Provolone del Monaco, is perceived by consumers as typical or not and if any variability exists among cheeses made by different dairies. Design/methodology/approach: Two experiments were performed. In the first experiment, two artisanal Provolone del Monaco having different ripening times and two industrial Provolone cheeses were evaluated. A total of 95 subjects, divided into three homogeneous groups, first rated the samples in blind condition, then, after having received information about typicality; price, and both sets of information. In the second experiment, the quantitative descriptive profiles of eight Provolone del Monaco samples aged six months and made by different dairies were compared with the quantitative descriptive profiles of the same cheese aged ten months and provolone cheeses made by industrial dairies. Findings: Consumer results revealed that consumers knowing typicality information gave a better score to cheeses markedly different. The price together with typicality information, represented a quality indicator. Cluster analysis of descriptive scores revealed homogeneity between the equally aged Provolone del Monaco samples. Moreover descriptive data showed that cheese was characterized by several specific attributes, that the consumer, probably, recognized as typical. Research limitations: It must be noticed that once it was performed in Campania, the results extrapolation to other regions or countries should not be made unless similar results are found. Originality/value: This study will contribute to better addressing consumer needs and enhancing the competitiveness of traditional foods.