Abstract
This article examines the role of citrus production in promoting a healthy and balanced diet, highlighting the nutritional value of traditional agricultural products and their deep connection to the identity of their regions of origin. Using clementines and lemons fron Southern Italy as case studies, it explores how these traditional products are experiencing renewed consumer interest, offering an opportunity to promote healthier lifestyles while emphasizing their territorial significance. The study contributes to the current debate on the relationship between consumer preferences for healthy eating and the sustainable identity of agriculture products identity tied to their origin. Employing a qualitative approach, the study integrates the theoretical background of the Mediterranean diet as an expression of place-based identity. Citrus products are a prime example of this diet and reflect a growing trend in culinary tourism, where visitors seek authentic food experiences that enrich their connection to a destination. This article highlights the importance of healthy eating habits through the lens of citrus production, underlining its role as both a driver of sustainable lifestyles and a contributor to the intangible cultural heritage of Southern Italy.