Artisanal Cheeses: A Qualitative Approach towards Brazilian Cheesemakers’ and Consumers’ Concepts and Perceptions about Artisan Foods

Abstract

The concept of artisanal products has been largely discussed mainly due to concerns about the inappropriate use of the term that may cause confusion for the consumers. Cheeses are important food models to evaluate consumers’ and producers’ perception about artisanal foods worldwide. Thus, the objective of the present study was to evaluate the perception of consumers and cheesemakers towards artisan foods, focusing on artisanal cheeses. For this purpose, two focus group were performed either with cheese producers and with consumers to discuss the topic. Colonial and Serrano cheeses, traditional and cultural dairy products in Brazil, were used as food model for the discussion. Producers and consumers related artisan foods to small scale of production, handicraft and freshness. Affective memories were also an important issue related to artisanal cheeses. For cheesemakers, artisan cheeses must be produced with unpasteurized milk, which was not cited by consumers. Consumers disclosed the intention of pay a premium price for food products that present artisan seals on front-package-label, mainly due to the guarantee of acquiring a quality product. The confusion about artisanal and traditional food concepts were observed, which is a subject to be deeply evaluated further. The findings provide useful implications to policy makers and institutions that can influence citizens’ attitudes and consumption patterns of artisanal products.