Nigel and Jill Le Tissier with Guernsey Growers’ Association president Alan Dorey, right, at Belle Fleur Nursery, St Sampson’s, showing the new labels which will be displayed on horticultural goods as part of a scheme to encourage people to buy local produce. (Picture by Adrian Miller, 0580253)

PRODUCE grown locally will display new labelling in an initiative by the Guernsey Growers’ Association to encourage shoppers to support the industry.

The new logo, a circular sticker displaying the words ‘Guernsey grown’, was launched yesterday by the association and will appear on all its members’ products. Alan Dorey, president of the GGA, said it was hoped the initiative would further encourage islanders to buy local produce by making it clear what is grown in the island.

‘The idea was actually initiated by the Guernsey Press approaching me a year ago and asking me what I thought about the “Jersey Fresh” brand,’ he said. ‘In some ways, we are copying that brand, but we are specifically targeting horticultural produce.’

He said the labels, which will be sold at cost to GGA members, are food-friendly so can be put straight onto produce such as cucumbers or aubergines.  ‘I think the important thing is that consumers will know they are buying locally grown fresh produce,’ he said. It couldn’t be fresher because it comes directly from a grower down the road.’