A way of making local breeds more sustainable is to promote their products through individual or collective initiatives. Those initiatives can induce new points of view on the breed and lead to discussions or even tensions between stakeholders. We illustrate this statement with examples of French cattle breeds. Several kinds of changes in breeding goals are described in this paper, with the appearance of new challenges and/or new stakeholders linked to the development of strategies to add value to the breed. Then the several ways in which those changes occurred are explained. The situations analysed show configurations with easy consensus to build as well as situations of conflicts. Those case studies highlight the importance of the existence of arenas where the diverse points of view can be expressed. The role of the breed associations is then essential, but remains complex as, in some cases, breeding goals are strongly discussed. The question of the orientation of the breed then becomes a key question when initiatives to add value to local breeds are taken. New choices of add value generally have important consequences on the definition of breeding goals.