Geographical Indication Labels in Moroccan Olive Oil Sector: Territorial Dimension and Characterization of Typicality: A Case Study of Meknès Region

Abstract

Geographical indications (GIs) implementation is one of the most prominent differentiation strategies used nowadays in olive oil market. However, the proliferation of these labels causes debate and controversy, especially about their usefulness and effectiveness, as well as the suitability of some protected areas to acquire them. The current chapter firstly introduces the global situation of using GI labels in olive oil market; after exploring the concept of GI, the chapter gives a four-stage methodological approach to examine the potential of a Moroccan olive growing area -"Meknès region"- to acquire a GI label and ensure its effectiveness. Thus, 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 profoundly justify the suitability of Meknès region to protect its olive oil with a GI label. The applied methodological approach could be an appropriate tool to support the implementation of GI labels inside and outside Morocco.