The main aim of the study was to assess the recent evolution of cattle breeding in Alpine areas based on the number, quality and price of calves sold at local auctions in the South Tyrol region over the last decade, as case study. In addition, the effect of grazing during dam’s late gestation on calves’ auction quality was investigated to assess whether the inclusion of pasture in Alpine production system has an impact on auction parameters of calves beside its well-known positive effects on cattle welfare and the environment. Similarly, to other geographical areas, the study revealed that the numbers of crossbred calves (especially from specialised dairy breeds) has increased over the last years also in the Alpine area, because of more targeted breeding plans with an intensive use of beef bulls’ semen. Further, purebred calves from dual-purpose breeds (Simmental, Alpine Grey, Pinzgauer) received a higher remuneration in terms of price and market value at auction than purebred calves from specialised Holstein Friesian and Brown Swiss cows. A part of these animals could be available to support an innovative alpine meat supply chain which, if grass-fed, could further strengthen the current landscape maintenance service provided by the mountain livestock husbandry. Dams grazing during the last 90 days of gestation had a limited negative effect on calves’ liveweight and quality traits at auctions. All these results provide useful technical insights to support the switch from dairy to suckler herd system as future productive alternative for some small-scale mountain cattle farms whose viability is essential for the provision of several ecosystem services in the fragile Alpine environment.