Most of us have probably noticed the billboard campaign promoting Maltese wines as they were driving. They would also have noted the letters DOK and IGT. The former stands for Denominazzjoni ta’ Oriġini Kontrollata (controlled denomination of origin) and the second one stands for Indikazzjoni Ġeografika Tipika (typical geographic origin). Both relate to the origin of the product, in this case wine.
It was more than a decade ago that Malta introduced the wine quality scheme framework based on the EU system for quality wines, which allows vintners and local wine producers to flag certified wines, either as DOK or IGT wines according to EU and local regulations.
Unfortunately research has shown that there is a certain lack of knowledge about wine certification among the Maltese.
Those that buy foreign wines probably tend to look for such certification. In the case of French or Italian wines, the letters would be DOC. The reason why consumers look for such certification is that they believe it provides them with comfort that the product is of good quality. The Maltese certification is also informing the consumer that the wine has been produced according to a pre-determined method and has a precise origin.
In the title of this week’s contribution, I also mentioned another three letters – DOP, which stands for Denominazzjoni ta’ Oriġini Protetta. We sometimes find this on the labels of Italian food products, and it again certifies the precise origin of the product. Similar products that do not have the same origin may not put DOP on the label.
Our agro-industry needs a boost. Now is the time to invest in such efforts
For example only parmigiano reggiano cheese that comes from the Italian towns of Parma and Reggio Emilia can actually use the letters DOP and can use the name parmigiano reggiano. Cheese that originates from other countries using that name is actually a fake and cannot have DOP on its label.
Many of us must have also read about the initiative being taken to have the Maltese ġbejna (cheeselet) as a typical Maltese food, of Maltese origin, and as such would eventually be able to have DOP on its label.
What am I leading to? Several countries have put in a great deal of effort to develop the agro-industry into an important contributor to their economy. They have done this by promoting quality and pursuing a focused campaign to ensure that products truly originating in their country have the required certification. This has helped to promote the product abroad and therefore enhance their exports. I strongly believe Malta should pursue a similar path. We need to develop and promote our agro-industry in its various forms. Locally a great deal of effort has been invested, such as the ones I have referred to or the Ta’ Qali vegetable market. We now need to turn our attention abroad.
Such efforts would strengthen our agricultural sector. It would ensure that the contribution of this sector to the national output remains important, even if small. It would safeguard rural areas from further building development, and as such promote our natural environment. It would promote employment in a sector which has generally shrunk significantly in size over the medium- to long-term. It would contribute to other sectors of the economy as well, such as the tourism sector.
Apart from wine or ġbejniet there are other products that can qualify for such certification. We just have to broaden our horizon and learn how to overcome the bureaucratic obstacles that may stand in our way as a country. Our agro industry needs a boost.
With our economy performing so well, now is the time to invest in such efforts. We have the financial resources to do so. We may be talking of something traditionally Maltese, but efforts to promote Maltese DOP, DOK and IGT abroad are innovative for this country.