**4. Conclusions**

 Every traditional cheese originates from complex production systems from which the specific bio-organoleptic properties are drawn. In order to valorize high-quality

traditional dairy products from any place of the planet, some specific practical steps are needed. First of all research needs to understand traditional production processes from the inside in order to deeply appreciate quantitative and qualitative richness of feeds, to study their nutritional and aromatic characteristics and to assess their transfer to milk and consequently to the deriving productions.

This preliminary phase tied to the production systems is the base of an action plan to follow in the production chain.

However, small producers, even when they are favourable to apply and correct specific aspects of their own method of production by adapting their farms to the research, face the lack of knowledge on consumers and final user needs under a marketing point of view.

 The best product will remain unknown until consumers become not only *aware of* but get *involved with*. Therefore, research should be twofold oriented. On the one hand, research should be addressed to improve and determine traditional cheese internal qualities and characteristics to prevent contamination and to guarantee consumers safety, to provide high-quality products in any conditions standardized and not standardized and to safeguard the territory of origin and all the biodiversity factors determining the peculiarity of these dairy products.

 On the other hand, research should get insights from consumer/final user criteria driving decision-making on traditional cheeses, by segmenting targets and elements on which to build incisive marketing strategies suitable to targets. These strategies should be able to affect consumer appeal and to maximize their trust process, resulting in consumers' repeated purchasing acts, positive word of mouth and of course positive returns to small producers. In this chapter, we attempted to explore some of the ways in which behavioural aspects should be analysed along with technical product aspects in order to set up better selling and marketing strategies for traditional dairy products.
