Vallée de la Gastronomie-France (VG) is a new label project run by the territorial administration of three regions in France: Bourgogne-Franche-Comté; Auvergne-Rhône-Alpes & Provence-Alpes-Côte-d’Azur. The most researched aspect in the literature on labelling and certification pertains to how these can affect tourist perceptions, experience and satisfaction so as to increase destination competitiveness. Little attention has been paid to the perception of labelled actors, which represent the supply side of label users (tourist sites, hotels, restaurants etc.) and are, therefore, led by their own motivation, expectations and business aspirations, which differ from the perspective of the territorial administration and tourists. This research focuses on understanding the perceptions of labelled actors on the VG label project, which was created not only to implement the already extant high standards in gastronomy (the perception of labelling, which has always been strong in such cities as Dijon, Lyon and Avignon), but also to establish the region as a world-leading gastronomical destination (the perception of branding) based on multi-level integration of the said tourist areas (the perception of networking). The results reveal that there are three clusters among the labelled actors of the VG project: sceptical, undecided and supportive. This categorisation is based on each cluster's attitude towards the perception of labelling, destination and networking. Significantly, these differences are found to be relevant to each cluster's previous label experiences and collaboration with the territorial administration.