Manx provenance food label launched

Produce from the Isle of Man has been given a make-over with the launch of a new food label.

The provenance label featuring the outline of the Island and the Three Legs of Mann has been designed to boost sales of local produce and support the economy in line with the Island's Food Matters strategy.

Chief Minister Howard Quayle MHK launched the label to representatives of the food and drink and hospitality sectors, and 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.

Geoffrey Boot MHK, minister for environment, Food and Agriculture whose department devised the label, added: ‘We know from a survey we conducted last year that shoppers seek out Manx produce, for its quality and taste, 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, making it easier than ever to pick out and purchase.'

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'.

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'.