The launch took place today (Wednesday, May 7th) of the first crop of Pembrokeshire Early Potatoes to be protected by European law.
Under the European Union’s protected food name (PFN) scheme certain food and drink products receive Europe-wide legal protection against imitation and misuse in recognition of their distinctiveness, quality and provenance.
Pembrokeshire Early Potatoes were granted Protected Geographical Indication (PGI) status at the end of 2013. The award has put the famous vegetable among other PFN protected food and drinks including Champagne, Parma Ham and Melton Mowbray Pork Pies, and on a par with fellow PGI products Welsh Lamb and Welsh Beef.
The campaign was led by Haverfordwest-based majority farmer-owned company Puffin Produce Ltd – with the application for PGI status made to the European Commission on its behalf by DEFRA and with assistance from the Welsh Government.
As part of the first crop celebrations Alun Davies, Minister for Natural Resources and Food received some PGI protected Pembrokeshire Earlies – straight from the field.
Said Alun Davies, “I am delighted to see a great deal of hard work now coming to fruition. Gaining protected food name status is a fantastic achievement and yet again demonstrates the world class food Wales has to offer on both a domestic and international stage.
“Our new Food and Drink Action Plan will build on this success and seek to ensure that by working together we can deliver 30% growth in the Welsh Food and Drink sector by 2020.”
Pembrokeshire Earlies have been grown in the county’s fertile soils since the mid-1700s and it is one of the county’s most treasured products.
Through its ‘Blas Y Tir’ (Taste of the Land) brand, Puffin Produce has been spearheading the campaign to re-invigorate the place of the Pembrokeshire Early Potato on the plates of Wales and further afield.
Said Puffin Produce’s managing director, Huw Thomas, “The wait is now over and we are ready to start harvesting our PGI protected Pembrokeshire Early Potatoes – which will be delivered to stores over the coming weeks.
“Consumers can now be absolutely sure that when they buy Pembrokeshire Earlies they are getting a product which has been grown and picked in Pembrokeshire, using traditional methods.
“The PGI designation is tremendous news for Wales, Pembrokeshire and our growers who put their heart and soul into producing the best potatoes and vegetables you’ll find anywhere in the world.”
Ends.
NOTES TO EDITORS
For more information please contact:
Sheila Coleman
01792 410994 / 07968 357474
sheila@colemancommunications.co.uk
About Puffin Produce Ltd
Haverfordwest based Puffin Produce Ltd evolved from the Pembrokeshire Potato Marketing Group, a grower’s co-operative formed in the 1970s. Puffin Produce was created in 1995 and has remained true to its collective roots being majority-owned by Welsh growers.
In recent years the company has experienced rapid growth in both market share and facilities.
The company’s ‘Blas Y Tir’ (Taste of the Land) brand was launched in 2011 in response to demand from Welsh shoppers and retailers.
Now available in most multiple retailers in Wales the brand encompasses a range of vegetables including the True Taste Award-winning Estima baking and aptly named Rudolph potatoes, also leeks, cabbage, cauliflowers, swede, spring onions, and daffodils, and of course the flag-ship Pembrokeshire Earlies.
Targeted marketing has seen the brand achieve a retail sales value in excess of £10 million per annum in the space of two years and continues to grow at over 200 per cent year on year.
With Welsh Government and European Union support some £8.4 million in capital expenditure has been invested in the company, and Puffin has increased its volume sales by 50% and the workforce has expanded from 55 to its current 107 members.
ABOUT PROTECTED FOOD NAME STATUS
The EU protected food name scheme was rolled out throughout Europe in 1993.
There are three designations under the Protected Food Name (PFN) umbrella:
Protected Designation of Origin (PDO)
Protected Geographical Indication (PGI)
Traditional Speciality Guaranteed (TSG)
There are three existing Welsh products with PGI status: Pembrokeshire Earlies/ Pembrokeshire Early Potatoes, Welsh Lamb and Welsh Beef. While the Halen Môn and Anglesey Sea Salt names are protected by PDO status.
The Welsh Government funds support to Welsh producers wanting to attain PFN status, with support delivered by ADAS.