Evolutionary phenomena affecting the agro-food system, especially those concerning the increasingly numerous forms that the relationship between production-consumption can assume, take on a particular importance and at the same time more evidently reveal their character in the case of typical and traditional products, previously linked exclusively to specific niche markets. The variety of forms assumed, in space and time, by the process of social construction of quality is expressed in the diversity of coordination models among the actors involved. This is more evident in typical products, which are characterised by a higher symbolic density compared to conventional products. This paper proposes to exemplify, through selected case studies, the multiplicity of concrete solutions in which the relationship between suppliers and consumers of typical products expresses the complexity of the relations which are established among the actors involved in the negotiation of quality.