ERSAF, the Italian regional agency for agriculture and forestry services, who has been collaborating with Euromontana for many years for the promotion and valorisation of mountain products, started an experimental project, with the Lombardy Region, to implement the use of the optional quality scheme for “mountain products” in some of its own mountain pastures for the marketing of meat and dairy products. The project involves, in this process, both producers who sell directly in the mountains with very short supply chains and subjects that face the distribution even outside the production area, to allow to define the best strategies for transferring values. Among the planned activities there is also a marketing survey aimed at investigating the attractiveness of the optional quality scheme and consumer awareness, trying in this way to understand the effectiveness of the quality scheme.