Today, we need to produce sufficient food and simultaneously conserve biodiversity. But, could biodiversity associated with certain food production practices also be used in marketing products? We analyse this possibility for creating a food quality label for carp raised in the Dombes territory, a cultural landscape of fish ponds in France. The biodiversity of 99 fish ponds was studied in the Dombes territory by analysing aquatic vegetation, dragonflies, amphibians, macroinvertebrates, habitats around ponds, and water quality. In addition, a survey with 200 questionnaires and interviews was conducted with consumers to investigate fish and carp consumption and knowledge about quality labels and biodiversity. Findings reveal that fish production practices conserve remarkable species diversity, particularly for aquatic vegetation, dragonflies and amphibians, and habitats around the ponds. This relatively high level of biodiversity is found in spite of having very nutrient-rich fish pond systems, systems for which normally a low level of biodiversity is expected. Nevertheless, currently this biodiversity cannot be valorised for setting up a quality label for locally produced carp. Firstly, few consumers have adequate knowledge about carp and are interested in eating it. Secondly, most of them have less knowledge about the quality label which wanted to be established for carp from the Dombes. Thirdly, only less than one-third of the consumer is familiar with the term "biodiversity". Fourthly, the stakeholder network of the supply chain is presently not able to communicate the message of biodiversity as they themselves lack a sufficient knowledge about biodiversity of their systems.