Paper short abstract:

From ethnographic fieldwork carried out in the Campos de Cima da Serra region, in Rio Grande do Sul, Brazil, we collected perceptions of producers and consumers in relation to a traditionally produced cheese, Serrano Cheese, which is very much appreciated by many people in the region.

Paper long abstract:

Campos de Cima da Serra, a region located in the southernmost state of Brazil, shows specific characteristics such as native grasslands, high altitudes and low temperatures, which contribute to the production of Serrano Cheese, made from unpasteurized milk. The techniques and know-how to produce it have been handed down from generation to generation for more than 200 years. The ethnographic fieldwork carried out in this region allowed us to highlight some relevant characteristics and perceptions of producers and consumers about the cheese. The commercialization occurs in the same town of production or nearby, where this cheese is widely appreciated by consumers. Although a considerable number of producers are aware of hygiene issues, they do not meet the requirements established by hygiene laws. As a consequence, this cheese has had its production and commercialization threatened. For this reason, the sales usually occur through informal channels, which is possible due to the close and trusting relationships between consumers and producers. Consumers perceive qualities such as taste, tradition and knowledge about the producers`systems as important characteristics to choose this cheese instead of large-industrialized ones. Although industrialized foods have been on the table even in rural areas, the traditional foods have kept their place and importance in the families' diet. Moreover, to producers, industrialized food can be easily bought, but traditional ones, such as Serrano Cheese, have kept their place not just on the table but also as an important source of income to many rural families` maintenance in Campos de Cima da Serra.