Fermented meats are unique products that are often represented as elements of culinary heritage and identity. Yet, their success has often been compromised throughout history because of health and safety issues. Moreover, contemporary industrialized meat products are sometimes perceived as of inferior quality due to health and safety issues. But now, the industrial attitude towards safety issues of fermented meats has been changing. Therefore, novel strategies are emerging to infl uence quality as well as healthiness. Within a context of innovation, “artisan” elements are employed in marketing stratagems of meat products. This contrasts with process alterations, highlighting the volatility of models for “quality”, “safety”, “tradition”, and “innovation” in food approaches (Leroy et al. 2013).