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The information on the origin for the consumer is a strong element of preference in purchasing a food product as it represents an element that has more information on the quality and safety. Many traditional Italian products with a strong reputation evoke their geographical origin thanks to strong bond, unique and irreproducible with that territory. The research investigates the reasons that lead us to choose/not choose Sicilian agrifood products and to the perception of the same. In particular, it was made an exploratory investigation with the aim of collecting information on the reputation of the origin of Sicilian agrifood products. Data were processed through descriptive statistics and Factor Analysis. The results show that these products meet consumer tastes as evoking authenticity, healthiness, naturalness and the link with the Sicilian territory.