Objective: The objective of this study is to investigate the potential Geographical Indication (GI) of guavira (Campomanesia spp.) in the state of Mato Grosso do Sul, aiming to identify the social, cultural, and environmental conditions that can support its protection and territorial appreciation. The research is based on studies on intellectual property, territorial identity, and sustainable development, which highlight the role of GIs as instruments of collective protection and promotion of products linked to geographic origin. Methodology: The methodology adopted comprises a qualitative and descriptive approach, based on documentary analysis and a bibliographic review of standards, technical reports, and scientific publications on GIs and regional products. Institutional sources, such as the National Institute of Industrial Property (INPI) and other research and extension agencies, were consulted, as well as authors specialized in the subject. Results: The results obtained indicate that guavira has strong territorial ties and local practices of use and management, which characterize it as a product of cultural relevance and economic potential. The need to strengthen local governance and expand training and technical research was also identified to facilitate a future GI registration process. Implications: The practical and theoretical implications of this research provide support for public policies and institutional strategies to promote sustainable regional products, contributing to biodiversity conservation and territorial development. The study presents an emerging case of territorial valorization in the Brazilian Central-West region, reinforcing the integration of tradition, innovation, and sustainability.