The pineapple cultivation in the coast of Rio Grande do Sul, in south of Brazil, is developed on small farms. The region is largest producer of pineapple in the department with 245 ha planted and a production of 3 million fruits annually. One of the possibilities to generate recognition and add value to pineapple would revalue its origin. The aim of this paper is to present the results of a survey of consumers in the context of a research project about the potential for achieving a Geographical Indication (GI) for the “terra de areia” pineapple. Data collection was done through a structured questionnaire; the methodology followed the ‘survey’ model. The results show that consumers judge the GI positively as a tool that benefits producers and consumers. The motivations linked to the consumption of “terra de areia” pineapple are the taste, the search for a healthy food and the fact that it is traditional culture of the Coast of the RS, developed by family farmers through sustainable production methods.