The successful production of avocado in Greece during the last few years, seems to have energized the farmers of Crete (90% of Greek avocado production takes place on the island). In fact, an effort to recognize the Cretan avocado as a Protected Geographical Indication (PGI) product is currently underway. “We believe that until early 2020 we will be able to send to the European Commission all the necessary documents for its PGI designation,” states Mr Giorgos Kornarakis from the Agricultural Cooperative of Chania. “This is a joint effort with the Region of Crete and the chemical department of the Aristotle University of Thessaloniki. If and when Cretan avocado gets a PGI designation, this will mean that it has its own ‘identity’, that its production and/or processing phase must be performed in a certain territory.” Geographical indications promote and protect names of quality agricultural products and foodstuffs and give them added value.