Setting up your plone.org project
When you upload a package to plone.org using mregister and mupload, PloneSoftwareCenter will look for a project that contains the name of the package in the distutils id field or in the distutils secondary ids field list.
These fields are located in the edit panel, in the Distutils tab. The following screenshot is showing the configuration of the collective.dist project on plone.org.
Each project can hold one or several distutils names. The best practice is to set the name of the main package of the project in the distutils id field, and to add extra names into the distutils secondary ids list. When you add a name, PloneSoftwareCenter makes sure it's not already used by another project.
If you upload a package and there's no project holding its name, a new project will be created, using this name.
Last, the long_description argument of the package configured in the distutils id field will be used for the project front page, like PyPI does.
Notice that you can use the --strict option of the mregister command in order to make sure long_description is reSt compliant:
$ python setup.py mregister --strict sdist upload
It will stop and display the reSt parser errors.