Innovation and New Product Development (NPD) can no longuer be seen as incompatible with Traditional Food Products, but as providers of important tools to aknowledge the market and effectively respond to evolving needs. The motto for this webinar is: “It is not the strongest or the most intelligent who will survive but those who can best manage change.” (by Charles Darwin). For such it is necessary a systematic approach using specific and structured methods and tools, that will be addressed on the webinar, and will enable to: • Identify different types of clients (direct customers /end users) and target segments • Identify needs and latent desires of clients and improve the offered products/services; • Acquire NPD practices and project management methodologies to create internal routines for continuously respond to market development.