The EU Mountain Product Voluntary Quality Term as a Valorization Tool for Livestock Farms: Challenges and Opportunities in an Alpine Context

European mountain areas have experienced a persistent loss of agricultural land and economic activities over time, with negative effects from both an environmental and a cultural perspective. In 2012, the European Union devised the mountain product (MP) quality term to provide to mountain producers a tool to better market their products and thus increase their income. In this article, we tried to understand what the current challenges and opportunities are concerning this quality term, focusing on meat products in the Italian Alpine context. To this end, interviews were conducted with producers who are allowed to use the term on meat in this area and with regional persons in charge of the food quality policy. The SWOT analysis performed on the results of these interviews highlights that the lack of stringent requirements and simple bureaucratic procedures are the main strengths of this tool, while the interest of consumers in mountain products is a factor that can stimulate the spread of its use. However, four crucial needs should be addressed, namely increasing consumers’ awareness of MP, providing information on MP to producers, increasing the protection of the term and developing a more collaborative approach among producers.