The Isle of Man’s farmers are to feature in a new advertising campaign by Manx food retailer Shoprite that has been backed by The Department of Environment, Food and Agriculture and/or Isle of Man Meats. The campaign, which is part of Shoprite’s ‘Manx Food Heroes’ Marketing programme, was previewed to the local farming community at September's Royal Show.
Local farmers have already appeared in press ads and in-store posters in Shoprite's nine stores island-wide and they will now star in a five minute film that will be shown at the Broadway Cinema throughout November, December and January.
The five minute film, as well as individual films on each of the farmers, will also appear on Shoprite’s own dedicated You Tube channel, Manx Tube and Manx Telecom’s TV Channel Manx TV. The Shoprite team filmed the farmers at their farms, talking about their meat production and livestock offering.
Local farmers featured in the campaign include Geoff and Eric Taggart from Upper Billown Farm in Ballasalla, Ean Parsons from Baljean Farm in Laxey, Jim Caley at Booilshuggel Farm, East Baldwin, Shaun Dean from Bayview Farm, Ballamodha, Trevor Quirk (Corvalley), David Cooil (Ballacreggan Farm), Graham Watterson (Chibbanagh Farm), Will Gelling (Ballahot Farm), Steven Radcliffe (Ballacain Farm), Henry Watterson, (Scarlett Farm in Castletown) and Paul Costain from Moorhouse Farm in Colby.
The campaign is designed to highlight the excellent quality meat available from the Isle of Man’s farmers, the preparation and care that goes into farming, and is part of Shoprite’s move to encourage people to support local producers. Many of the farmers featured are operating market-leading practices and producing world class produce.
Andrew Thomas, Shoprite’s Chief Executive commented:
“With provenance, traceability and food security becoming increasingly important to consumers, particularly following the recent traceability scandal, we want to highlight the great work from the Island’s local farmers and to show our support for the work that they do in producing food for the Island’s community, particularly in light of the difficult weather that they experienced earlier in the year."
He continued:
“As Shoprite is now the only major local food retailer that is still supporting Manx meat it is more important than ever for the local economy that we promote local produce.”
Graham Crowe, Chairman, Isle of Man Meats commented:
"These films build on our own generic promotion of Manx meat and showcase the excellent work that goes on behind the scenes by all of our suppliers. They convey the passion and diligence that goes into Manx meat production and show consumers the quality that they can expect when they buy local meat."
