Problem The small scale and local production of cereals, quinoa and (new) pulses, even when organic, in a region as intensive as Flanders cannot compete with global (incl. European) markets due to high production costs. This has caused the disappearance of these crops from the Flemish landscape. Solution Using local value chains can offer added value by filling a growing niche in the market, since a growing number of consumers are looking for local and ‘authentic’ food. Shared values and an authentic story can justify, within limits, a higher price.