Globalization of trade and the emergency of food safety issues has increased consumer preference for healty food. Agribusiness companies are faced with the demands of the consumer to provide quality of food that suit to the customer wants it. For consumers, the quality of food is the excellence of the product compared to other products. Product quality is the overall excellence of the product characteristics and the inherent characteristics of the product. In a market with symmetric information, the quality is positive correlated with the price; but in a situation of asymmetry information, quality and price not correlated or even negatively correlated. Product characteristics that determine the prices vary from country to country due to different tastes.