This article seeks to describe the attitude of residents of Eastern Poland and Western Ukraine towards regional food products. The objective of the project was to evaluate the elements of promotion, which encourage consumers to buy regional products. Author’s questionnaire was used in the survey of 1,128 residents from Poland, and 1,072 from Ukraine. The Likert five-point scale was used to measure the participant’s attitudes following the construction and validation procedure. The Statistica 13.1 PL program was used in statistical analysis. The most important promotional activities for residents in both countries were: presentation of food products at regional exhibitions, fairs and events of regional and foreign range. The increased interest in regional food products is a manifestation of new food-related tendencies and in particular to preserve behaviors and values stemming from the cultural heritage of both Poland and Ukraine. It is also connected with high quality of regional products. Appropriate promotion helps consumers see the value of regional products.