Abstract
Research report written in the context of the Interreg Alpine Space European Project 'AlpFoodway' Founded in 1997, AFTALP is a second-level promotional association that regroups the trade organizations responsible for the promotion of the eight Savoyard cheeses protected by geographical indications (PDOs and PGIs): Abondance PDO, Beaufort PDO, Chevrotin PDO, Emmental de Savoie PGI, Raclette de Savoie PGI, Reblochon PDO, Tome des Bauges PDO, and Tomme de Savoie PGI. Specifically, AFTALP promotes these traditional Savoyard cheeses by valorising the common elements at the base of their quality: the links to the natural and cultural landscape, the indigenous cow and goat breeds, and the traditional cheese-making practices. By fostering the engagement of different local actors and communities, the association encourages a collective and collaborative marketing approach that helps to preserve and safeguard the traditional Savoyard cheese heritage. In addition, thanks to its two main promotional activities – the Route of Savoyard Cheeses and the Festival of Savoyard Cheeses - the association improves the tourist attractiveness of the Department of Savoie and Haute Savoie and supports local business activities.