This paper provides an overview about the use of geographical indications (GI) of agri-food products in mexico. First analyzes the use of indications of source (IS), used informally, without registration or official recognition and whose regulation is part of the labeling. Later analyzes the use of IG by registration of distinctive signs, whether as designations of origin (do) or as collective marks (mC) with geographic content. The methodology consisted of document review and interviews with small companies selected in two national fairs that seek to valorization of regional products. The results show that has been little progress on the use of the protection about registration of IG. While it is true that mexican law provides a regulatory framework for its use, adapt to compliance of the standards set to the formal record of IG involves rigidity and high institutional costs. In this context, producers who cannot absorb the costs and organizational levels required for formal protection, basically use the IS, without the vision of reaching the registration of GI. However, GIs have potential if they are adopted as a component of a strategic intervention on several fronts.