This poster paper aims to investigate the consumers’ preferences and willingness to pay for different quality strategies associated with the designations Prosciutto di Parma PDO. After a qualitative analysis, an on-line choice experiment was conducted on a sample of 250 Italian consumers. A multinomial logit model was tested to assess the relative importance of quality attributes. The results show that price, a “high quality” PDO label and the ageing period are the most important attributes for consumers. These findings provide Consortium members with an important food for thought for the development of future strategies for the Designation of Origin.