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Friday, 4 March 2016/Categories: News

Locally-grown produce has a brand new identity with the launch of the Mornington Peninsula Produce food provenance brand.

The certified trade mark, developed by Mornington Peninsula Shire and the Food Industry Advisory Body, will help consumers confirm the provenance of fresh produce when purchasing from the farm gate, farmers’ markets and retail outlets. 

Launching the new initiative yesterday at The Briars, Mornington Peninsula Shire Mayor Councillor Graham Pittock said local agribusiness is integral to the region’s economy.

“Around one third of our land is devoted to agricultural production, and the Mornington Peninsula is the second most valuable agricultural region in Victoria, producing at least 15 per cent of the state’s agricultural wealth from less than four per cent of the state’s farmland,” he said.

The aim of the trade mark is to strengthen the identity of the Mornington Peninsula as a quality, fresh and innovative food economy, and it provides consumers with a guarantee of authentic provenance from the Mornington Peninsula with the legal backing of the Australian Consumer and Competition Commission (ACCC).

Steve Marshall, Chair – Food Industry Advisory Body, “The MPP brand is easily identified by its distinctive black and white logo and provides a central focal point for both producers and consumers to rally behind, assured provenance.

“You’ll find the Mornington Peninsula Produce logo on a range of local produce including avocados, artichokes, herbs, heirloom vegetables, potatoes, apples, Asian greens, pears, plums, berries and cherries, as well as goats’ milk, lamb, beef, mussels, chicken, eggs, apple cider and apple juice, olive oil, hydroponic vegetables, truffles and garlic,” he said. 

The Mornington Peninsula Produce website, also launched yesterday, provides a searchable directory of all MPP registered producers and their produce, and is also a useful resource to identify new opportunities for producers.

MPP’s founding members include: Coolart Lamb, Hillock Downs, Peninsula Fresh Seafood, Red Hill Cherry Farm, Main Ridge Dairy, Mornington Peninsula Hydroponics, Peninsula Avocados, Hawkes Vegetables, Harts Farms and Peninsula Fresh Organics.

The Food Industry Advisory Body is a volunteer community/industry advisory and reference group that works with Mornington Peninsula Shire on the implementation of the 2012 Local Food Strategy.