This article is based on a review of key arguments currently being discussed in the field of marketing, with the aim of addressing issues relating to the marketing of “terroir” food products in France. Terroir food products possess characteristics, which render them in part liable to current analyses based on the post-modern changes in consumption. However a number of their unique characteristics lead us to suggest new alternatives, both conceptual and methodological. These alternatives can be placed into two categories: those conceived and implemented by and for local players, and those, which are activated by external actors, with caution, lest they upset the local social system.