Fresh food markets are affected by asymmetric price transmission along the value chain, from retail to producers and vice versa. The following paper explores the price generation mechanisms in Fresh table grape TG local market in S-E Bari (Southern Italy) to disclose asymmetric price transmission in one of the largest markets for TG worldwide using the Fuzzy Cognitive Maps (FCM) method. The FCM is an innovative analytical tool that helps digging expert and locally based market knowledge on price generation dynamics. Results showed as traders and farmers are both affected by exogenous or endogenous shocks. Nonetheless, the distribution of the effects is unevenly distributed between these two agents