Isle of Man Meats is marking three years since the launch of its ’Make Sure It’s Manx’ initiative.

The campaign is now supported by many more independent butchers’ shops, as well as convenience stores and supermarkets including Tesco.

It has been a success story that has benefited retailers, consumers and the economy by making it easier for shoppers to identify Manx meat with all its benefits of quality and traceability, rather than imported meat.

And it looks as though, when it comes to making Manx meat available to as many local stores and consumers as possible, Isle of Man Meats will have the support of the new DEFA Minister, Clare Barber MHK .

In a recent letter to producers announcing the appointment of Graham Crowe as interim chairman of Isle of Man Meats (see News in Brief, right), Mrs Barber wrote: ’As you may be aware, before my appointment as DEFA Minister, I chaired a Tynwald committee which scrutinised the operation of the [Meat Plant] and published the findings of this committee in July 2021, in which it was highlighted that the majority of Manx meat was exported off island.

’I am therefore, pleased to confirm, that both Graham and I see it as a priority that Manx consumers have an increased opportunity to support locally produced meat, by expanding availability in the widest possible range of retail and hospitality outlets and substituting for imported products.’

Back in February 2019 when it was launched, the ’Make Sure It’s Manx’ campaign was based on market research which showed that Manx consumers wanted clearer labelling of locally produced meat.

Since then the campaign has evolved to include positive messages to shoppers about the advantages of buying locally-produced meat in addressing issues such as sustainability, low food miles, animal welfare and traceability.