Over the past 30 years, demands for olive oil of good quality has risen globally, with USA, China and Russia being the countries of the highest demands. This has resulted in higher standardization of the quality of olive oil which is based on protected designation of origin. In other words, branded olive oil production has appeared due to growing number of olive oil production in the specific Mediterranean country or its particular region. Branding is based on specific assortment, pedo-climatic conditions and agrotechnics and elaiotechnics. Such oil have a greater price valve. The aim of this paper is to present the olive-growing situation in Vela Luka with regards to assortment, climatic and pedological characteristics and dynamics of olive fructification and oil quality over the past 10 years. The data will be collected from official documents of members of group association of olive growers in Vela Luka. The data will contain information about analysis of pedological characteristics of soil of olive groves in Vela Luka, dynamics of oil fructification, quantity and quality of olive oil of different sorts and years. Furthermore, the data concerning climate in Vela Luka and its characteristics over the past 10 years will be presented, as well as the current olive-growing situation with perspective ideas of its intensification and expansion.