The paper focuses around the definition of ‘tipicality’ of food and the relationship of these processes with the construction and valorisation of local identities and the marketing of the territories as well. Local ethnographies - specifically grounded in Molise - represent the starting point for an analysis of relationships between food production, strategies of cultural valorisation of the territories by institutions and private enterprises and translocal - sometimes transnational too - processes of definition of ‘tipicality’ of specific products and their general commercial acceptability (disciplinary rules, safeguard, funding). By these specific examples the author aims to show how the processes of transformation of the taste styles are a part of the wider definition of intan- gible cultural heritage joining landscapes and practice communities, environment, ‘traditions’ and marketing of the territories, local activism and translocal reference frames. The last part of the paper specifies a further path of inquiry on ‘reinventing food’ processes: the relevance of media (even of the new media) in the construction of contemporary trends and styles of taste the less practically rooted in the local, the more symbolically ‘re-localised’.
Keywords: Communication styles, locality/translocality, Molise, tradition/ innovation; typical products.