Geographical indications (GIs) implementation is, nowadays, one of the most prominent differentiation strategies used in olive oil market. The proliferation of these labels, however, causes debate and controversy, in particular regarding their usefulness, effectiveness, and suitability of some protected areas to acquire them. This chapter discusses the use of GI labels in olive oil market, and proposes a four-stage methodological approach to examine the potential of Meknès region—a Moroccan olive growing area—to acquire a GI label. Based on this approach, Meknès region territorial dimensions were defined, the typicality of its olive oil was characterized, a general scheme for the GI recognition was proposed, and the adopted strategy to enhance the meaning of this label on domestic, national, and international markets was highlighted. The main findings of this study justify the suitability of Meknès region to protect its olive oil with a GI label.
Part of the book: Products from Olive Tree