The paper questions, both theoretically and empirically, the impact of geographical indication label on firm export competitiveness in the cheese and cream industry. We test the theoretical predictions using firm level data from the French customs and an original dataset of firms and products concerned by protected designations of origin (PDO). Our econometric estimations show that PDO labelling impacts both the extensive margin (decision to export) and the unit value of PDO products. The result on the unit value has to be linked to the quality of the PDO products. Indeed, we also show that the PDO products are perceived as quality products on EU markets and on non-EU markets familiar with geographical indication framework. The results show that PDO labelling has no impact on the intensive margin of trade (the volume of trade).