The paper presents the articulated strategy of valorization, implemented by the international movement called Slow Food in Italy and abroad in order to reconsider the concept of agricultural profitability. In particular, the paper suggests profitability lays on the value markets recognize to agricultural production. In this perspective, the Slow Food strategy represents a good practice to be emulated because it strengthens the producers’ confidence, improves product culture among producers and consumers, and re-embeds local agricultural products into the hotbed of practices of society while mass consumption drives it to abandonment. Manuscript profile