A few days ago I gladly attended the annual agrarian exhibition on the Siġġiewi parish square. It was, indeed, another well-organised cultural and agricultural event. More importantly, the well-attended showcase celebrated the high standards of the authentic Maltese product.
As I toured the stands, I was reminded of the genuine local produce that we often seem to take for granted. The farmers and producers of agricultural products, such as local wine and dairy products, also confessed to me they feel the Maltese public does not appreciate the local product.
Many of us assume the foreign product is superior to the local one.
Some may have argued in the past that the quality of Maltese products does not meet the expected standard. However, thanks to government initiatives under EU schemes, coupled with private investment, local producers have invested heavily in their infrastructure. They have come to understand the concept of trade competitiveness that globalisation has brought about and learned to adapt accordingly.
Vitimalta, alternatively known by its name Maltese Islands Grape Producer Organisation, is a typical example. The organisation, in the form of a cooperative, is now made up of 300 viticultural Maltese and Gozitan farmers who produce 90 per cent of all grapes for the production of Maltese wine. Vitimalta has successfully distinguished itself as a producer of a truly Maltese and Gozitan product.
As the saying goes, no man is an island. In the Vitimalta cooperative, no farmer is man to his own field. They each contribute their fair share of grapes which are then handed over and turned into wine. This way of operating promotes cost sharing and, thus, eliminates the burden associated with the necessary modern and state-of-the-art equipment that is required to meet the quality standards expected by today’s customer. The quality of such winery products cannot be disputed, in particular for those blends which carry the DOK certification. For those unfamiliar with the industry, it is an accreditation respective to stringent EU regulations. Finished wines bearing this mark would have to be tested by a blind tasting panel, independently and rigorously.
Moreover, the cooperative makes all the more sense given that the average piece of land owned by each farmer is only one-third of a hectare whereas farmers in other EU member states own much larger portions of land, some going into hundreds of hectares.
This, therefore, explains why economies of scale are unfavourable to the Maltese agricultural industry.
In addition, given our strategic demographics, the local farming community is also faced with a rather limited client base, with direct access to the local market only limited to a few hundreds of thousands. On an optimistic note, the influx of tourists, particularly during the summer months, proves to be a key element in keeping the momentum going for our farmers. In fact, local wine producers and farmers claim to be the most successful within this touristic segment, which brings me to the crux of the issue: Do we appreciate the quality of our unique local products just as much as tourists do?
From dairy products to handmade craftsmanship and from wine to delicacies, product Malta is rich in its unique flavours and cultural blend. I believe we need to learn to appreciate the local product, which, ultimately, is what makes us unique. It boils down to us, our choice.
When out to dine and socialise, or perhaps when having foreign guests, do you opt for the Maltese choice? It is just as good!
ryancallus@gmail.com
The author is vice-president of the Youth of the European People’s Party and international secretary of the Nationalist Party’s Youth Movement.