Growers of a protected Irish apple have been warned that they must ‘use or lose’ its protected geographical indication (PGI) status.
The Armagh bramley apple, from County Armagh in Northern Ireland, was awarded PGI status in 2012, but growers were told they have not promoted the product enough in the local area.
“Having gained PGI status it is very much a case of use it to boost income or lose it,“ Matthew O’Callaghan, chair of UK protected food names association, told a NI fruit growers association meeting.
“Several groups, who failed to make good use of their product’s hard won protected food name have lost it, for example West Country Farmhouse Cheddar and Grimsby Traditional Smoked Fish,” he said.
O’Callaghan used the example of PGI product Melton Mowbray Pork Pies, to outline how Armagh apple growers could benefit if more effort was put into promoting the product.
“Today one can drive through the county and see little mention of your product,” he said. “Go for a meal in local hotels and restaurants and see no mention of the product. Indeed consume and greatly enjoy this wonderful apple without even knowing what it is or where it is from.
“In Melton signage tells visitors they are entering the home of Melton Mowbray Pork Pies and Stilton Cheese.”
Callaghan said events such as the British Pork Pie Championships bring around £70 million of tourist spend into Melton Mowbray every year.
He added that for the same to happen in Armagh, local authorities must support growers’ efforts, which in turn would encourage more support from processors, cider makers and retailers.
“Opportunity beckons, urgently, not just for growers, but for the people of the County Armagh to make full use of the Armagh Bramley Apple in growing their economy,” he said.
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