Human nutrition periodically experiences transformations that impact consumer behavior and the way they perform their eating practices. In this context, the most recent changes show a greater demand for artisanal food products and, consequently, a trend in food consumption. Despite the popularity of artisanal food products, the definition of artisanal food is imprecise. This means that artisanal food can have different meanings depending on the social context. The question is whether these meanings enable artisanal food products to acquire different representations for consumers to the point of transforming taste regimes. Considering this, this study set out to investigate how the signification process of artisanal foods by consumers takes place and what are its relations with the development of taste norms. To this end, the theoretical-methodological approach of French discursive semiotics was adopted, since it is dedicated to explaining the conditions for generating meanings and the production of sense contained not only in texts, but in the everyday practices of individuals, from a perspective of social articulation. Analysis of the data collected through individual interviews and observation resulted in the identification of different meanings grouped into four main themes related to production, differentiation, quality, and relations with the market. It also uncovered five consumer narratives that enable the formation of three taste norms. The research findings are relevant and suggest both academic and managerial implications, considering the different agents that operate in the food market.