Protected Geographical Indication as a tool for valorisation of agro-food potentials and improving marketing: Case of "Sjenica cheese" in the Republic of Serbia

Traditional and typical agri-food products in the Republic Serbia have an important place in consumption. These products, especially from the Pester region in the South-Western of the Republic of Serbia where the Sjenica cheese is produced, have a good image in the Serbian market. From the market side there are no difficulties for commercialisation of traditional and typical agri-food products. However, only some of them are protected properly, while for the majority there is no protection of any kind and many of them are at risk to be lost from the market and therefore the agrifood potential would be not valorised. Evidence from other countries, especially from the EU, showed that Protected Geographical Indications (PGI) could ensure proper valorisation of agri-food potential and improve marketing. The objective of this paper was to analyse how PGI of Sjenica Cheese could allow preserving and valorising of resources of Pester region