Next month [February] marks three years since Isle of Man Meats launched its popular #MakeSureItsManx initiative when Harding’s Quality Meats in Onchan became the first butcher’s shop to support the campaign.
As it enters its fourth year the campaign is now supported by many more independent butcher’s shops, plus convenience stores and supermarkets. It has, say the Isle of Man Meats team, been a success story that has benefitted retailers, consumers, and the local economy by highlighting the multiple benefits of shoppers choosing to buy Manx rather than imported meat.
Back in February 2019 when it was launched, the Make Sure It’s Manx campaign was based on solid market research which showed that Manx consumers wanted clearer labelling of locally produced meat. That was how it started, but since then it has evolved to include positive messages about the advantages of buying locally produced meat to the growing number of consumers who are concerned about sustainability, low food miles, animal welfare, and traceability.
In particular, with all of Isle of Man Meats’ 220 Manx producers being only a short distance from the Meat Plant, the food miles of products are much lower than imported meat – and that’s very important when there is so much attention on food miles and sustainability. Since day one of the campaign, the Isle of Man Meats team say they have had a fantastic response from consumers and retailers – and that has definitely helped the business to expand its retail network which now includes independent butcher’s shops, convenience stores, and supermarkets. Off-Island, the proof points that underpin #MakeSureItsManx have also been major factors behind the firm’s success at industry awards in recent years.
Isle of Man Meats was the only Manx producer to be given a 3-Star rating in the 2021 Great Taste Awards. The business won six awards in total – a 3-Star award in the matured rib of beef category, plus two 2-Star awards (short leg of lamb and belly pork categories), and three 1-Star awards (in the ribeye steak, shoulder of lamb, and shoulder of pork categories).
Another strong point for the campaign is around traceability which is a buzzword in the food industry as more and more shoppers demand to know exactly where the food on their plate comes from. It’s also a top priority for judges in the Great Taste Awards, and the fact that Isle of Man Meats products can be clearly traced from pasture to plate was highlighted as a major plus point by the judges. In 2021 Isle of Man Meats was also chosen as a finalist in the ‘Best Beef Product’ category at the Meat Management Industry Awards, and shortlisted in the Great British Food Awards.
This year, Isle of Man Meats will be aiming to continue to expand availability of its products here on the Island, and build on the successes it achieved in 2022. Last year, Tesco added minced and diced beef to its existing Isle of Man Meats product range, and two SPAR stores in (Castlemona, Central Promenade, Douglas, and Cushag Road, Anagh Coar) began selling minced and diced beef products and pork loin steaks.
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