The governance and efficiency of the public Policy in favour of the Geographical Indications (GI) in Morocco for creating value and fighting poverty in rural back countries are analyzed. From the certification projects in two Northern and South Western regions, the reports of several participative workshops and individual interviews, the GIs in Morocco appear to be more an official communication support of image than an operational tool of development. Considered as “modern” innovations by themselves and generally top – down administrative initiatives, the GI projects have difficulties to be understood by the professional actors and are little connected to specific and realistic economic local economic objectives and the changes in urban demand. Including the GIs in a broader discussion on the general governance of 2nd Pillar of the Green Moroccan project is one of the proposed suggestions.