ABSTRACT
Branding, labelling and certification are the principal instruments for marketing heritage cheese in the Italian Alps. However, the COVID-19 pandemic has put considerable strain on these tools. In Val Taleggio, where the Protected Designation of Origin cheese Strachítunt is made, the cooperative of pro-ducers suffered a breakdown in access to markets during the lockdown of March–May 2020. Their strategy was to appeal directly to consumers, connecting digitally with solidarity economy networks such as Gruppi di Acquisto Solidale (Solidarity Purchase Groups). Building on long-term ethnography, the article shows how this appeal brought to the surface a shared discourse and understanding of proximity and solidari-ty, which is not usually employed in the language of certification and labelling. © 2022, Zalozba ZRC. All rights reserved.