“…The definition and revision of the specifications of these schemes, begun in the 1990s, also correspond to the emergence of a quality economy based on the differentiation of products and quality levels (Allaire, 2002). Intangible qualities, meaning cultural and societal values associated with products (Eymard-Duverney, 2006;Gumuchian and Pecqueur, 2007;Landel and Senil, 2009), play an important role in this process. For example, communication materials of the quality schemes studied nearly all feature photographs of grazing animals or of people leading animals to rangelands.…”