www.mmppa.co.uk [email protected] melton mowbray pork pies dr matthew o’callaghan chairman...
TRANSCRIPT
Melton Mowbray
Pork Pies
• What’s important about a pork pie?– What it’s made from– How it’s made– Where it’s made
• 1998 increasing sale of non-authentic pies
• Action vs Marks & Spencer failed– Trading Standards: ‘passing off’
Melton Mowbrays
Pork Pies: 1998
• Pork Pie Market worth £160m• Melton Mowbray Pork Pies £50m• Premium and growth of MMPP’s
• Increasing sales from outside area • Increasing sales of non-authentic pies• 45% of pies non-authentic and rising• No protection: consumer law or trade mark• Seek protection – European PFN Scheme
First Steps
• Formation of Association
• Specification: Melton Mowbray Pork Pie– What does it contain?– How is it made?– Honesty and openness
• What makes it unique?
• Where should it be made?
• Research: Link product and place
Melton Mowbray Pork Pie
Association
Members
Formation of MMPPA
• Started by non-producer – local authority• Independent Chairman, Secretary, Treasurer• Company limited by shares £1• All members equal: 1 share = 1 vote• Funding on basis of turnover of pies
• One very large producer (95%) + 4 smaller
Charnwood Bakery Dickinson & Morris (Samworth)Elizabeth King (Bakers) Forryan’s (Bakers)Bailey’s (Butchers) Patricks (Butchers
Related Place History
• 1700’s enclosure common land in county
• 1720’s start of stilton cheese industry
• 1750’s whey fed pigs increasing
• 1753 formalisation of rules of fox hunting
• 1830’s Melton Mowbray: 3 hunt capital
• 1838 ‘Painting the Town Red’
• 1840’s Railway, expansion of market
‘Painting the Town Red’
Evolution of the MM Pork Pie
• Stilton cheese industry gave excess pork• Pigs killed autumn–spring, hunting season
– so fresh not cured pork used; grey inside
• Baked in pastry ‘coffins’ by farmers– so no hoops were used
• Inedible pastry made edible, pasties were pies• To stop break-up jumping fences, pies jellied • Also helps preserve pies if no refrigeration
The Melton Mowbray Pork Pie
• Ingredients– Fresh pork, flour, lard, water, salt, pepper– Not possible to supply locally, so PGI
• Recipe – not written, debate on hand raising– Hot water crust pastry raised around a dolly– Filled with chopped pork season salt & pepper– Bake free-standing in oven– Inject hot bone stock jelly when cooler
Hand Raising
a Melton Mowbray Pork
Pie
Authentic Melton Mowbray
• Made with fresh pork Grey inside
• Baked free standing: no hoops or supportsBowed shape
• Made in and around Melton Mowbray
The Melton Mowbray Pork Pie
Define the Area: Boundaries
• Criteria – sold at Melton Market
• Day’s ride from Melton, 25 miles
• Natural and social boundaries
• North – River Trent
• East – Great North Road
• South – A47
• West – River Soar
Melton Mowbray Pork Pie Area
Submission to Defra
• Petition
• Celebrity and political support
• Concessions on boundaries
• Transition arrangements
• Considerable press interest
• Increased sales
Legal Action - 2005
Northern Foods
Judicial ReviewHigh Court 2005Court of Appeal 2006
Generic StatusRecipeArea of Production
Branding and Message
Logo - “Authentic Melton Mowbray”
Message
When buying a Melton Mowbray Pork Pie check:
That it’s bow-sided
That it’s grey inside
That it’s made in or around Melton Mowbray
Benefits
All manufacturers have seen a rise in salesMajor retailers switched before registration
Northern Foods closed Wiltshire plantInvested £11m in Nottingham Factory8 members of AssociationProtection granted June 2009First ‘processed’ food protected
Advice to Producers (1)
• Is your product unique: if so why?• Does it need protection and/or promotion?• Form an association; not everyone will join• How will you run the association?• Find a ‘driver’; producer, local authority etc• What are the ingredients common to all?• Can they be sourced locally? (PDO/PGI)• Is everyone agreed on how it is made?• Are there any old recipes around?
Advice to Producers (2)
• What links the product with the area?• Is there documentation on the product?• Why is it unique from surrounding areas?• Why is it different from other products?• What is the area you are trying to protect?• Who is likely to oppose you and why?• What support can you get for your product• Can this be part of a wider strategy?
Promoting an Area through PGI
• MMPP part of wider food heritage strategy
• Link with Stilton Cheese
Melton Mowbray
• Melton Mowbray Pork Pies• Red Leicester (Leicestershire Cheese)• Stilton Cheese• Capital of Hunting• Painting the Town Red• Third Oldest Market in UK• Vibrant Livestock Market• Home of Afternoon Tea
Food Tourism
250,000 visitors a year 2M visitors spend £65M
Diversity of Attractions
MarketsShopsRestaurants - Cafés
Bison FarmBrewery CentreDairy Centre
Belvoir Castle: Afternoon Tea
Melton Mowbray: Rural Capital of Food
Museum of FoodFood Trails
Livestock MarketFarmers Market
Events in Melton Mowbray
• East Midlands Food & Drink FestivalLargest regional food festival
200 producers
Children’s Food Festival
• British Pie Awards• National Rare Breeds• County Show • Victorian Fayre
DiversificationEthnic Foods
Halal AbattoirTofu & Paneer Herbs & Vegetables
School Meal ServiceLocal Procurement
Investment
Rural Food CentreMajor Visitor AttractionResearch and Training
65% Jobs in FoodNSA National championRural & Regional Food
A Way Forward
• List regional foods
• Identify potential candidates: x per year– Commercial potential– Under threat of disappearance or alteration– Supportive producer group
• Potential for wider tourism benefit
• Support in bringing forward – ‘form filling’