Manx produce will stand out from the crowd thanks to a new food label launched today.
The provenance label, featuring the outline of the Island and the Three Legs of Mann, tells shoppers produce is Manx and buying it supports the local economy.
The label’s creation is a major milestone in the delivery of the Food Matters strategy.
Chief Minister Howard Quayle MHK launched the label today at an event attended by representatives of the food and drink and hospitality sectors.
He said:
‘Our Programme for Government pledges to continue to grow the contribution food and drink make to the economy.
‘From traditional produce that’s been around for generations, and for which the Island is known, to new and artisan brands, Isle of Man food and drink is flourishing.
‘Growth in food and drink is creating jobs, giving consumers greater local choice and boosting our reputation as a special place to live, work and visit.
‘This label will play a major part in helping shoppers to support local businesses and the local economy.’
Geoffrey Boot MHK, Minister for Environment, Food and Agriculture whose department devised the label, said:
‘We know from a survey we conducted last year that shoppers seek out Manx produce, for its quality and taste, because it has fewer “food miles” and because they are supporting their local economy.
‘Food and drink labelling contains such a lot of information that it can be confusing for consumers to differentiate what is genuinely Manx from something that has a farm name or a pretty picture but has no provenance here.
‘This distinctive label means Manx produce will stand out on shop shelves, making it easier than ever to pick out and purchase local food and drink.’
Andrew Lees, Food Business Development Manager for the Department of Environment, Food and Agriculture, said versions of the label would distinguish between products whose ingredients are grown, reared, caught and processed on the Island (‘Product of Isle of Man’) and those with some imported content that’s then turned into the finished product locally (‘Made in Isle of Man’).
‘In both cases, purchasing these products means supporting the Island’s food and drink sector and local jobs and profits,’ Andrew said.
He added:
‘The provenance label will appear alongside other information products are marked with, such as the manufacturer’s name, ingredients, expiry dates. We therefore needed a label that’s clear to read, even when small, and symbolic of ‘Manx’.
‘We have consulted consumers and producers in devising this label and it will come to be recognised by residents and visitors alike as certifying that produce is Manx.’
Food and drink producers should apply via Isle of Man Food and Drink to use the label.
Once it’s established their products meet the criteria to bear the label, they can download it and use it alongside their existing branding on labels, websites etc.
DEFA will also supply sticker versions of the label.
Andrew said:
‘We also seek to be environmentally friendly and so envisage the label will come into use as producers use up existing stocks of labels and seek to incorporate this distinctive design into their marketing to demonstrate their product is Manx.’
For inquiries about the food provenance label, visit the website, email food@gov.im or ring 01624 695735.
