Typical agro-food products are the cornerstone of the Mediterranean diet. For an effective valorisation of these products, it is important to combine tradition, innovation and sustainability. The paper aims to describe the methodological approach adopted and to list the sustainability criteria identified together with a preliminary set of indicators enabling to assess the environmental, economic, social and cultural, nutritional and health sustainability of Apulian agro-food products. These activities were carried out in the framework of “Agriculture & Quality” programme (2012-2015) of Regione Puglia, whose main objective was to qualify and enhance typical food products through the creation of the quality scheme “Quality Products of Apulia”. The methodological approach, developed thanks to focus groups, will be validated on representative agro-food supply chains of Apulia region with a view to its upscaling to include other Mediterranean areas.