Chapter 1 deals with areas of controversy and interest pertaining to GIs and in particular covers those features which distinguish GIs from trademarks. The author explores whether both trademarks and GIs share overlapping interests, particularly, in regard to their use as: source identifiers, guarantees of quality and protectors of valuable business interests. Additionally attention is paid to the dilemma of sui generis protection for GIs. Chapter 2 then elaborates on the journey from Indication of Source (IS) to Appellation of Origin (AO) through the Paris Convention and Madrid Agreement. Chapter 3 focuses on how the journey of Appellation of Origin began in France, with reference to Warren Moran’s views on the limitations of the appellation system, particularly, its justifiability. Moran questions to what extent a product’s character and quality are tied to a territory asking: “Could a product with exactly the same characteristics be produced in a different locality?”2