Qualitative research type through phenomenological approach, as for the results of research shows that the potential of marketing development of traditional food business still needs to be improved both in terms of quality, management, availability of capital, raw materials and resources, although many traditional food products are trying to be modified, but in reality the majority of people are looking for authenticity of the food that is generally still made in the deepening area that is still made manually ( traditional) , for there has been an effort from the government and community components to continue to preserve and develop the traditional food market.

Keywords : Food, Traditional, Quality, Marketing, Government