Jersey Product Promotions funding 2020

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A decision made on 4 February 2020

Decision Reference: MD-E-2020-0004
Decision Summary Title :	Jersey Product Promotions funding 2020		Date of Decision Summary:	28 January 2020
Decision Summary Author:	Rural Business Advisor		Decision Summary: Public or Exempt?	Public
Type of Report: Oral or Written?	Written		Person Giving Oral Report:	N/A
Written Report Title :	Jersey Product Promotions funding 2020		Date of Written Report:	20 January 2020
Written Report Author:	Rural Business Advisor		Written Report : Public or Exempt?	Public
Subject: Jersey Product Promotions (2017) Ltd - 2020 grant.
Decision(s): The Minister approved a grant of up to £215,000 to fund the cost of delivering Jersey Product Promotions (2017) Ltd’s Business Plan 2020, which will contribute towards Government of Jersey objectives.
Reason(s) for Decision: The Minister has approved the 2020 business plan and budget for Jersey Product Promotion (2017) Limited, so that it can deliver the objectives set out in the plan for the Genuine Jersey Products Association, Farm Jersey and the Jersey Export Group.
Resource Implications: The 2020 Annual Grant of up to £215,000 has been identified from within the Department’s 2020 budget. There are no further financial or manpower implications.
Action required: The Rural Business Advisor is instructed to arrange for the 2020 Annual Grant Schedule to be finalised and signed.
Signature: Senator L J Farnham		Position: Minister for Economic Development, Tourism, Sport and Culture
Date Signed:		Date of Decision (If different from Date Signed)

Jersey Product Promotions funding 2020

Economic Development, Tourism, Sport & Culture

Jersey Product Promotions (2017) Ltd

Report to recommend funding for 2020

Jersey Products Promotion (2017) Limited (JPPL) is an umbrella organisation, grant supported by the Government of Jersey and consists of the Genuine Jersey Products Association (GJPA) and the Jersey Export Group (JEG).

JPPL has played an important part in assisting the Government to achieve its objectives as detailed in the Rural Economy Strategy 2017-2021 for the food, produce and products sector.

JPPL continues to have an important role in delivering the strategy and operates as 2 distinct groups; the Genuine Jersey Products Association (GJPA) and Farm Jersey. The latter encourages collaboration to further develop the Genuine Jersey and Jersey export brands in order to increase local sales for members of the Genuine Jersey Products Association, as well as new export initiatives for Island producers.

The development of a common marketing and export strategy across the rural sector will help create a critical mass and variety of world class products and that will help make local produce more available and more attractive to critical new markets overseas.

Working in closer partnership with Jersey Business and Visit Jersey, Farm Jersey will help to better connect consumers to producers, promote local food production, showcasing the best that Jersey has to offer, whilst creating ambassadors to promote the Island's other industries and encourage inward investment.

The organisation (JPPL) will be supported through the provision of a grant, totalling £215,000 in 2020, to fund the following activity:

1. Develop Strategy to attract membership

Attract GJPA membership applications.
Maintain an on-line presence for both GJPA and JEG members as appropriate.
Attract positive media coverage for members and the Partner to raise the profile of member’s products and of the producers.
Provide marketing support for members
Monitor members and products to ensure compliance with the appropriate standards

2. Identify and promote produce/products which meet criteria for membership

Increase GJPA membership.
Provide product marketing support for produce and/or product sectors.
Work with States Trading Standards Department, Environmental Protection and Spoor and Fisher to defend the PDO, the Jersey Royal Trade (certification) Mark and logo and the Genuine Jersey Products Association’s Collective Trade Marks.

3. Support local businesses during their early stages of development.

Support new start-ups and small producers by establishing and maintaining a collective insurance scheme.
Maintain an on-line presence for Members via a JPPL (GJPA and JEG) web site.
Help define routes to market for Member products

4. Raise the profile of Jersey produce and products

Advertise the benefits of buying both food and non-food Genuine Jersey goods to potential consumers.
Attract positive media coverage for Members and the organisation. (Number press releases, interviews and articles)
Work with retailers, restaurants, wholesalers and distributors to achieve a greater uptake in the purchasing and/or use of local products.
Co-ordinate an annual Jersey Royal UK PR Campaign to create awareness and stimulate a demand for Jersey Royals within the market place, through shared funding between the Department and the private sector.
Co-ordinate attendance at the Salon International de L’Agriculture (SIA) in Paris for members for the duration of the agreement between the Conseil Generale de la Manche and the States of Jersey; to maintain and build relationships at local, regional and national level in France, in order to raise the profile of and stimulate demand for Jersey products.
To work in conjunction with the Bureau des Iles Anglo Normande (BIAN) and Jersey Business to explore the development of an export market in Europe for Jersey products.
Use the SIA as a conduit and opportunity to access French retailers and distributors.

5. Expand local and export markets

Encourage applications to government grants and other support.
Establish and maintain opportunities for Members to sell direct to consumers.
Communicate opportunities for Members to sell their products on-line.
Co-ordinate an annual Jersey Royal UK PR Campaign (as required) to create awareness and stimulate a desire for Jersey Royals amongst the target audience to coincide with availability with shared funding between the Department (the brand owner) and the private sector if possible.
Co-ordinate attendance at the SIA in Paris for members for the duration of the agreement between the Conseil Generale de la Manche and the States of Jersey; to create awareness and stimulate demand for Jersey produce.
Support new start-ups and small producers by establishing and maintaining a collective insurance scheme.
Establish and maintain opportunities for members to sell direct to consumers both on and off the island.
Work with retailers, restaurants and wholesalers to achieve a greater uptake in the purchasing or use of local products.
Develop opportunities for members to sell their products on-line.

6. Assist the Department to develop and maintain a Jersey Food and Farming Partnership with key stakeholders within industry.

Protect and promote the PDO and Trade (certification) Marks for Jersey Royal, including the establishment of a Panel with representative(s) from the Department and the Intellectual Property Registry in order to negotiate a licence and fee (where appropriate) for the use of the Jersey Royal trademark.
Protect and promote the Genuine Jersey trademark, words and logo in any jurisdiction where the trademark is registered including the negotiation of licence fees for the use of the mark where appropriate (see above).
Facilitate the delivery of the Organic Farming Action Plan (OFAP), in conjunction with Jersey Business, with particular emphasis on areas of packaging, design and co-operation identified by Jersey Business
Organise an Annual Farming Conference with the emphasis on providing a forum for the agricultural industry with a wider remit to cover technical, marketing and societal issues.

John Vautier

Rural Business Advisor

Economy and Partnerships

20 01 20