The National School Feeding Program, knowing as PNAE, is a public policy responsible for providing meals to students in Brazil. This program exists since 1940s and was created to combating child malnutrition. The program evolved over the years until the passing, on 16 June 2009, of Act 11,947, which establishes that at least 30% of food purchases for school meals must come from family farmers. In this context, there is a perception that outsourced management does not aim to encourage local agriculture, and consequently the use of fresh foods in school meals, which is recommended by Act 11,947. Therefore, the purpose of this article is to describe the forms of value co-creation in the PNAE outsourcing process in two cities that meet the requirements of Act 11,947. Then, a qualitative-descriptive study and abductive logic were chosen, using, as a strategy, a multiple-case study in the cities of Aracaju and Taubaté. The implementation of the PNAE by the municipality depends on the multiple influences and interventions, such as institutional values and relationships between stakeholders. Based on the understanding of this dynamic, the practices of the stakeholders involved in the management of the PNAE begin to organize a value proposition according to the students’ needs, promoting meaning and structure for its recipients. There are different ways to practice outsourcing in this program. So, these different possibilities make a study on this topic relevant, as it highlights that the positive results of outsourcing depend on the implementation of a well-planned project. Thus, use co-creation value, originally from Marketing Research, in public policy can bring new perspectives of analyses.