In the specialty coffee market, geographical origin serves as a strong selling point, particularly within the single-origin segment, provided that the origin is reputed and sought after. However, for Rwandan coffee, a primary challenge for exporters lies in the relatively underdeveloped brand image compared to that of neighboring countries such as Ethiopia and Kenya. This situation results in a general lack of awareness among buyers and end consumers regarding Rwandan coffee, and the specificities of its ”terroirs”. From a market perspective, interviews conducted with eight buyers of Rwandan coffee indicate that the primary advantage anticipated from implementing a GI scheme lies in the certification process and the associated traceability system. The importance of traceability has grown in light of the recent EU regulation on imported deforestation. In this context, GIs are viewed as a crucial mechanism for reducing information asymmetry between producers, buyers, and ultimately, consumers. This aligns with Ponte and Gibbon's (2005) argument that trust has become institutionalized within the GI label, as quality information is codified in the GI product specifications. However, some buyers, particularly in Asian markets, prioritize establishing long-term, privileged relationships with producers and building interpersonal trust over time, rather than relying solely on certifications. This perspective resonates with the traditional definition of domestic convention. Such buyers may still find value in the enhanced focus that GIs place on the local communities involved in the production process.