This paper aims to examine the slow food theme, with emphasis on artisanal bakeries in the city of Rio de Janeiro, a market trend in the food industry, exploring the views of professionals in the field through interviews and field visits. Marketing concepts about Slow Movement, consumer decceleration and slow food were studied, topics relatively little explored in Brazil in research with managerial or entrepreneurial bias. The research carried out, of an exploratory nature and with an emphasis on two cases, identified the proximity of the slow ventures studied with the pillars of the movement and the appreciation of processes and people, in addition to the propensity for the emergence of new businesses aimed at conscious consumption.