The concept of added value in food and drink supply chains is not new, but it is re-emerging as a highly popular tool for promoting rural development. The value of a product or service can be increased at different stages of its production or delivery by the addition of features for which consumers are willing to pay more. The key element to successful initiatives is a clear market orientation. Added value can start at the farm with basic processing of primary products and valorisation of wastes. New and emerging trends in consumer preferences are also providing ever more opportunities to successfully add value by differentiating products in terms of their additional qualities.