This article aims to better understand the reasons for the stagnation of sales of AOP cheeses from Auvergne, despite the significant efforts made by producers. It focuses on factors related to product perceptions on the part of consumers and sellers, based on field surveys carried out in different regions with distributors. The analysis of the results of these surveys in the light of price and volume data confirms the hypothesis that the AOP cheeses of Auvergne are “trapped” in a situation of reputation for low quality products. These results suggest that better communication throughout the sector would enable all players to benefit from higher margins.