Purpose: The aim of the paper is to evaluate how advisory services stimulate the adoption of rural development policies (RDP) aiming at value creation. Design/methodology/approach: By linking the use of agricultural extension services (AES) to policies for value creation, we will put forward an empirical analysis in Italy, with the aim of evaluating the capability of AES in bringing about higher access to rural policies for value creation in geographical indications (GI) contexts. Findings: Results of our analyses evidence, on the one side, higher capability of funds attraction in GI areas. On the other side, path dependency schemes in accessing RDP are evident. Higher rates of access with the support of advisory services emerge, but only in traditional measure to fund farms' investments. On the contrary, the use of AES does not facilitate access to other measures for value creation. Practical implications: Our hypothesis is that AES include the support towards farm strategies of development through the adoption of RDP aiming at value creation in GI areas. Our analysis presents practical implications, in terms of a clear need for upgrading and broadening AES' competencies in the field of projecting farm development and knowledge transfer in the field of funds to be obtained by RDP. Theoretical implications: From a theoretical point of view, the paper may provide a contribution to theoretical debate by offering new insights into the role of advisory services in stimulating innovations and access to support policies. Originality/value: This paper tries to fill a gap in the agricultural extension literature. We posit that the role of AES should comprehend a deeper knowledge (and knowledge transfer) concerning the opportunities provided by RDP.