The search for financial opportunities to promote value creation has been a key topic in the literature concerning geographical indications. In this framework, a relevant set of opportunities is provided by the rural development policy (Rdp) of the European Union. However, access to Rdp is not easy: therefore, value creation through consumption of Rdp is the result of an individual and collective entrepreneurial process within a GI area. This paper intends to look into different adoption strategies of Rdp to promote value creation in a GI food supply chain. Our results confirm, on the one hand, a high-er aptitude to create value through Rdp on behalf of farms working inside GI circuits; on the other hand, empirical analysis evidences a limited set of consumed measures by the farms. This reflects a lost opportunities in terms of value creation.