“<i>An incredible voyage through Portugal”</i> – the promotion of rural provenance foods by urban specialty shops

This article analyzes how rural provenance foods are portrayed by the promotional materials, websites and social media issued urban specialty stores in Portugal. Even though food may be defined multiple ways as, among others, local, regional, traditional, authentic, is mostly about territories of origin: their biophysical characteristics, cultural values practices production preparation with socioeconomic historical features. Interest consumption have increased last few decades more recently been accompanied a growth contexts. To analyze these stores’ role promoting foods, content analysis was conducted on 7489 text image files, collected from websites, pages printed materials 30 located three Portuguese cities (Aveiro, Lisbon Porto). Data shows that not limited to commercialization products, but also key promotion dissemination physical, sensorial symbolic features as well material immaterial characteristics places origin at regional national scales.