The main objective of this paper was to determine whether producers of traditional agri - food products in Croatia are familiar with geographical indications and to examine their expectations about the impact of geographical indications on the competitiveness of their products. A telephone survey was conducted with 120 producers of four traditional agri - food product (Pag Cheese, meat of Zagorje Turkey, Slavonian kulen sausage and Virovitica Pepper). At the time of the research from April to June 2008 all four products were in the PDO/PGO registration procedure. Data collected by the survey were analyzed by use of the SPSS v.17.0 software. The results show that only a small numbers of respondents are fully familiar with geographical indications and their benefits. Majority of respondents have positive expectations about geographical indications; most of them expected that protection will increase consumer confidence in safety of their product, will increase familiarity with the protected product and reduce abuse of the product. Most positive expectations have been noted by highly educated producers as well as the younger ones. The results of this study show/indicate there is a need to better inform and educate producers about the benefits and advantages of protecting geographical indications. This protection schemes could improve market and tourist offer and hence income of farmers - producers of protected products, all of which contribute to the economic development of Croatian rural areas.
