Arid and semi-arid lands comprise 84% of Kenya's land, characterised by low and erratic rainfall, and increasing human and animal population. The study sought to determine producers' willingness to pay for protection of unique terroir-based agri-food products from semi-arid lands as geographical indications. The sample products comprised two commodities: mangoes from lower Eastern region of Kenya and goats from Baringo in the North Rift region. Using random parameters logit model specification, choice experiments were used to elicit the producers' willingness to pay for attributes related to design of geographical indications (GI) for agricultural products in Kenya. Mango producers attached greater value to having minimum guaranteed payments for their products and receiving price information before the start of the season. Goat producers attached higher value to where to sell the produce as well as use of collective marketing. The producers therefore view GIs as a means to reduce market failures. GIs can enhance collective participation of producers in the semi-arid regions in delimiting the production region responsible for the unique characteristics; hence increase value accruing to producers. The voluntary nature of GI requires effective coordination and governance through GI framework that can limit parallel protection groups of the same product in the same region.