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Food is a key factor determining a man's life and health. Traditional and regional foods, that is products whose exceptional quality is related to the traditional methods of production or traditional ingredients (traditional products) and products whose exceptional quality is associated with the region where they are produced or their natural and cultural characteristics (regional products). In this publication, the authors analyse the competence of Polish consumers in the traditional and regional food market applying various kinds of knowledge such as: the know-what knowledge; the know-why knowledge; the know-how knowledge; the know-who knowledge; the know-when knowledge; the know-where knowledge and the know-between knowledge. The findings indicate that the greater the knowledge on traditional and regional food products, the more thoughtful and well-considered consumer behaviour is.