New, distinctive labelling has been launched which will help consumers to identify local food and drink products.

The food provenance label, featuring the outline of the island and the Three Legs of Mann, was launched at an event attended by representatives of the food and drink and hospitality sectors.

Speaking at the launch Chief Minister Howard Quayle MHK said: ’There is an increasing range of Manx produce on our shop shelves and available through farmers’ markets, the Food Assembly and the like.

’Our challenge until now has been how to make Manx produce stand out from the crowd.

’In 2014, Tynwald supported the Food Matters strategy, which set out how we would grow the value to our economy of Isle of Man food and drink. A cornerstone of that was the creation of a Manx food provenance label - a mark that would reassure shoppers they are supporting their home grown industry, and their economy, when making purchases.’

Explaining the importance of supporting locally produced food and drink Mr Quayle went on:

’Every pound spent on local produce is a pound that stays in our economy. It’s a pound towards producers having the confidence to invest in premises and equipment, to expand their ranges, to grow their output and to provide more jobs.

’With the challenges and opportunities Brexit will bring, it is even more vital that we ensure our producers can compete.

’This label will give Manx produce greater prominence as we seek opportunities in the marketplaces of the world.’

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 www.isleofmanfoodandrink.com 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.

The 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.’

The Chief Minister added: ’There is a real buzz about Manx food and drink right now.

’BBC1’s flagship Countryfile programme recently said we are "rapidly becoming a foodie destination".

’The hard work and entrepreneurship of our producers, supported by the actions of government, mean our food and drink sector continues to strengthen.

’As [the new label] is rolled out, I’d urge everyone to look for and buy Manx.’

For inquiries about the food provenance label, visit the website, email [email protected] or ring 695735.