Authors wish to express their gratitude to the participants of the focus group, for their time and for their valuable insights (in alphabetic order): Alexandra Gonçalves, Full Professor, Director of the School of Management, Tourism and Hospitality, University of Algarve; Cecília Delgado (PhD), founder of the NGO “alimentar cidades sustentáveis” and researcher at Universidade Nova de Lisboa I CICS.NOVA - Interdisciplinary Center of Social Sciences; David Martins (BSc) Economist and young frequent traveler/consumer. Inês Barros, Degree in Design & Marketing, farmer and food producer (partner of olive oil producing SME); Isabel do Carmo, Full Professor, Endocrinology, Diabetes, Human Nutrition at Faculty of Medicine, University of Lisbon; Nuno Barros Chef and restaurant owner.