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This paper presents the results of a study aimed at analysing consumers willingness and motivation to purchase a traditional food of quality at specialized shops in a direct agricultural market of Italian food products. In the context of the phenomenon of short chain, has been then investigated particular typology of “Direct sales” from farmers to consumers far from the place of production. For this purpose we proceeded to the administration of a questionnaire, semi-structured and multiple answer, at certain stores of a city the North of Italy. From the methodological point of view we proceeded through the interpretation of the data and descriptive statistics have been estimated logistic regression models to identify predictors of availability to the consumption of local products in these contexts distribution.