Latvian Rural Forum in collaboration with  "Association of Regional brands" from Czech Republic and "Rural Development Foundation" from Romania has started to implement the project „Local Identity Product (LIP) - sustainable support systems for communities in Europe" co-financed by the European Union programme „Europe for Citizens".  Objectives of the project is to identify and explore the values and self- identity criteria of local communities in rural areas, to build on these foundations local identity product (LIP) recognition, development and promotion model which is based on local community traditions, reflects its traditions and identity, and provides economic benefits to the community. We believe that LIP should play a significant role in Europe, therefore partners with similar experiences are involved in a project to jointly search for appropriate policy instruments for LIP promotion and realization mechanism, as well as analyse the impact of EU policies on the viability of LIP through lessons learned in different EU Member States.