The Algerian olive oil sector is one of the least competitive in the Mediterranean region even if the Algerian olive oil displays some potential assets not valued yetunder a geographical indication. Our work aims to answer the question of why and how the labeling process of the Algerian olive oil could meet the low competitiveness of standard products, strong competition on the world market and the demand for differentiation by consumers. Our results showed that the Algerian olive oil by its quality and strong links to the terroir and culture of mountain populations may gain some market share on the oil market by an indication oforigin valorization process. Companies ability to mobilize rural mountain to value this product appears as a precondition of the labeling process. Reclaimingthis heritage and institutional support seems also necessary.