The Jarmelista autochthonous bovine breed has a sustainable production and is part of the culture of the Portuguese territory, representing a touristic attraction and originating a differentiated beef product that can only be found in a particular region of the country. However rural and livestock population evolution in Portugal’s inland has demonstrated a great regression with consequences for environment and nature conservation. In this context and considering that silvopastoral activity has shaped the natural areas of mountain territories since its beginning, rethinking the importance of such activity has become vital for the territory sustainability. In this perspective, this work presents an analysis of the adaptation and evolution of Jarmelista bovine breed production to current times, perceiving its limitations, challenges, and success potential, supported by a data collection of secondary and primary sources. Despite the natural, healthy, and sustainable value of this particular bovine meat, we observed that is still not recognised by the market or even by the producers. The inability of proving the Jarmelista beef added value within the value chain is the main cause of businesses and consumers sceptic and disbelief in the potential of its economic and tourism contribution. Several possibilities and actions were identified to contradict this path.