“…At the same time, tradition is a strategic key so the food sector can change its future (DeSoucey, 2010;Tosato, 2013;Klaus and Aachmann, 2015;Bonadonna et al, 2017) aimed at increasing value e.g. foodstuffs (Jordana, 2000;Dogan and Gokovali, 2012;Gragnani, 2013;Rodrigo et al, 2015), specific foods (Schamel, 2007;Marcoz et al, 2016;Bonadonna et al, 2016), food services (Mkono, 2012;Gordin et al, 2016;Maltese et al, 2016).Sometimes, tradition is combined to innovation (Guerrero et al, 2009) e.g. in the case of strategies on family businesses (Vrontis et al, 2016).…”