In a context of strong competition, the stakeholders of the agrofood chains said "of quality" or "of origin" use all available means to emphasize the attributes of terroirs and territories for the benefit of the image of the products which arise from them. This is the way cultural elements are exploited in industrial processes as raw materials. The evocation of three examples in the French Southwest (Espelette chili, Armagnac and purple garlic of Cadours) reveals that this long-term trend is embodied in very differentiated local or regional figures.