The marketing of typical products: How do Slow Food members and GI producers perceive each other?

Geographical Indications (GI) and Slow Food Presidium (SFP) products are formally and legal- ly very different from each other, although both aim at promoting high-quality specialties (above all) in rural areas. There is evidence for a potential future conflict between GI and Slow Food supporters, how- ever, very few studies are devoted to the joint analy- sis of both labelling schemes. This article presents preliminary results about the perception of Slow Food members concerning GI. We conducted qualitative interviews with a total of five Slow Food members in Italy and Germany. The results detect the existence of ideological differences between the two labelling schemes. However, no immediate risk of conflict emerges in Germany or in Italy.