From territory to terroir? – the cultural dynamics of local and localized food products in Norway Virginie Amilien Abstract ’Terroir’ concept is more and more used and visible in Norway, both in public debate about food production or gastronomy or even on the shelves, but how is it used and understood? This article, based on discursive, qualitative and quan- titative data about local and localized products, aims to improve understanding of ’terroir’ in a Norwegian context. The concept of ’terroir’ is considered here as a dynamic concept, evolving with time, mentalities and markets, and therefore also providing an ideal empirical context to better understand cultural dynamics and the relationships in which they are embedded. In the first part we concentrate on the impact of institutional, historical and cultural contexts on the process of ’terroir-ization’ (the discursive construction of terroir) itself. In the second part, we aim to identify consumer attitudes towards everyday goods and local prod- ucts in light of local behaviour patterns, eating customs and consumption habits. We also look at the ’consumer myths’ underpinning certain government pro- grammes. In a third part, we examine the relationship between nature and culture to gain a better understanding of why local/ localized products do not automat- ically become ’terroir products’ despite the granting of PDO status. “– Congratulations and thanks to all supporters! Gudbrandsdal cheese stays where it belongs, HURRAH! Could we read on the Facebook page” 1 “This is a special case. […] Tine’s primary task is Sosiologisk Årbok 2011.3-4 85 1. “Gratulerer og tusen takk til alle støttespillere. Gudbrandsdalsosten forblir der den