The Karoo is a unique, semi-desert area with unique people, images and products and it spans four of South Africa’s nine provinces. However, these images and names are often usurped by non-inhabitants for their own commercial benefits while the inhabitants reap no benefit. More significantly, it seems as if the inhabitants do not even realize the benefits embedded in the images and products of their region. This paper describes the valorization of the indigenous images, products and names, the methodology of defining the Karoo by GIS and the challenges in establishing ownership.