While buying food consumers take account of those product features on the basis of which they subjectively evaluate whether or not a particular product meets their expectations. Therefore, the products must indicate their characteristics so that the consumers, on the basis thereof, may choose and decide to purchase. For many consumers the most important selection criterion is the quality of product. It may be perceived objectively as a set of measurable features or subjectively as a set of features determined by the attitudes and behaviours of the consumers. Quality may become a parameter of competitiveness for food producers only if they are able to reproduce consumer expectations in the specific characteristics of the product and where the consumers are able to identify those desirable characteristics and the method of making the products. The most effective method to provide food information is to place it on food labels. In addition to mandatory labelling there are several optional, non-compulsory schemes to help consumers identify and attribute specific characteristics to food products.  The objective of the article is to present various aspects of food quality along with the systems to singularise food products, with particular focus on the brand and also quality and origin certificates. In the paper, the structure  and breakdown of certification systems is presented, and it is analysed and evaluated how the consumers and  entrepreneurs perceive the certification systems. The examples are explored of additional forms of promoting food  products as utilized by producers and sellers in order to introduce high quality niche products to consumers.