The aim of this article is to analyze beef retailers' behavior with respect to the sale of beef under a protected geographical indication (PGI). The study was based on a survey of a representative sample of beef retailers in the Spanish region of Navarra, where there is a well-established PGI. The data were then evaluated by means of logistic regression, in which the decision whether or not to sell PGI meat was explained by the set of variables drawn from the survey. The results show that the guarantee of quality provided by the PGI, the importance given by consumers to “origin” as a quality attribute, and the quality and conditions offered by the regular supplier, to be the main motivating factors behind the retailer's decision to join the PGI beef supply chain. [JEL Codes: Q01, Q12, Q13]. Â© 2009 Wiley Periodicals, Inc.