Sustainability is not just a buzzword we keep hearing; it is often misused for marketing claims. How can we make more conscientious use of this term and avoid diluting it or getting lost in greenwashing? In mountain huts acting as restaurants and food spots, there is an increased need to balance a growing influx of tourists with sustainable practices, to cherish culinary traditions but also to embrace food sustainability, plant-based diets, and zero-waste practices. Looking for novel solutions to protecting and valorising a symbolic territory where exceptional natural and environmental heritage coexists with economic activities and tourism of international scope.