An Individual Brand of Food Systems
The Challenge of Quality Human Resources
July 19, 2025
A Cut Above
July 19, 2025The Food Systems Directorate is now responsible for implementing the national Geographical Indications Strategy.
Director Sonya Sammut explains what it is all about in this second article of the series, with a focus on opportunities for Malta’s hospitality and catering sector.
"If I join this system and get certification, can I still use my own business logo?”
It is Monday, and at 9 pm the consultation meeting is nearing its end. I’m standing in front of a hall full of enthusiastic honey producers, and this question cuts through the room with sharp relevance. We are discussing how Maltese honey can be recognised as a Protected Designation of Origin (PDO), just like our beloved Ġbejna tan-Nagħaġ.
And while the short answer is yes - the producer can have both their own label and the PDO mark - the story doesn’t stop there.
Along with the Protected Geographical Indication (PGI) and the lesser-known Traditional Speciality Guaranteed (TSG), the PDO is one of the EU’s voluntary quality schemes for agriculture and food products. It’s more than just a badge - it’s a guarantee of origin, method, and authenticity.
Think of Provolone Valpadana in Northern Italy: a cheese made only in specific areas, using time-honoured techniques. It comes in different traditional forms - salami, melon, pearl, flask.. each shaped by a producer’s subtle touch.
In Malta, our PDO-designated Ġbejna tan-Nagħaġ is made exclusively from raw milk of local sheep and comes in three varieties: fresh (friska), air-dried (niexfa), and pickled with pepper (tal-bżar). Each variety must conform to defined characteristics - shape, weight, texture, colour, taste.
This is not about trade secrets; it’s about shared standards. Any producer following them can apply and receive PDO certification.
These standards are outlined in the “Single Document”.
But PDOs are not without tension. Some still recall the
local “Ġbejna war”, when debates over conformity
standards excluded some larger-scale producers.
And across Europe, headlines have reported criminal attempts to fake PDO wines - some bottles going for €15,000 apiece.
So what does this have to do with HoReCa? Everything. Because PDO is not only a mark of authenticity and tradition - it is a marketing advantage. In a food culture where customers increasingly ask “Where is this from?” and “Is it local?”, the PDO label gives a clear, certified answer.
More importantly, it gives you, the restaurateur, the opportunity to tell a richer story.
Consumers trust the label - but they remember the experience. And that’s where your plate becomes the stage. In the kitchen and on the menu, PDO products are not rigid commodities.
They are starting points. The true magic lies in the interpretation - how you, as the chef or operator, weave each product’s origin, process, and personality into your dishes.
Take Ġbejna again. While every certified cheese shares core qualities, there’s still room for individual flair - the producer’s signature.
Whether it’s the choice of air-drying method, the specific pasture, or a tweak in timing, these variations add complexity to the flavour and authenticity to the story.
The same will apply to upcoming PDO candidates like “Mazzit”, where different spices and flavourings come into play, or Għasel Malti, where floral variety and extraction methods shape the final product.
And across Europe, headlines have reported criminal attempts to fake PDO wines - some bottles going for €15,000 apiece.
So what does this have to do with HoReCa? Everything. Because PDO is not only a mark of authenticity and tradition - it is a marketing advantage. In a food culture where customers increasingly ask “Where is this from?” and “Is it local?”, the PDO label gives a clear, certified answer.
More importantly, it gives you, the restaurateur, the opportunity to tell a richer story.
Consumers trust the label - but they remember the experience. And that’s where your plate becomes the stage. In the kitchen and on the menu, PDO products are not rigid commodities.
They are starting points. The true magic lies in the interpretation - how you, as the chef or operator, weave each product’s origin, process, and personality into your dishes.
Take Ġbejna again. While every certified cheese shares core qualities, there’s still room for individual flair - the producer’s signature.
Whether it’s the choice of air-drying method, the specific pasture, or a tweak in timing, these variations add complexity to the flavour and authenticity to the story.
The same will apply to upcoming PDO candidates like “Mazzit”, where different spices and flavourings come into play, or Għasel Malti, where floral variety and extraction methods shape the final product.
For the HoReCa sector, this means you’re not just serving
food. You’re serving identity, trust, and uniqueness. By
using certified local products, you anchor your offer in
traceable quality. And with each plate, you amplify the
voices of Malta’s farmers, herders, and artisans - while
distinguishing your own brand.
That’s why our food certification strategy is not just about protecting names. It’s about building resilient, story-rich brands.
Through our Food Authenticity Certification and Traceability Platform - both key components of Malta’s Strategy for Resilient Food Systems - we support producers and HoReCa professionals alike to succeed within the PDO framework while standing out in a crowded market.
So, whether you run a Michelin-starred kitchen, a boutique hotel, or a family-run eatery by the sea, there’s value in going local and certified. It’s good for quality, for provenance, and for business.
If you’re ready to work with us to elevate Malta’s food story from farm to fork, drop us a line at foodsystems. mafa@gov.mt. We look forward to helping you shape your individual brand.
That’s why our food certification strategy is not just about protecting names. It’s about building resilient, story-rich brands.
Through our Food Authenticity Certification and Traceability Platform - both key components of Malta’s Strategy for Resilient Food Systems - we support producers and HoReCa professionals alike to succeed within the PDO framework while standing out in a crowded market.
So, whether you run a Michelin-starred kitchen, a boutique hotel, or a family-run eatery by the sea, there’s value in going local and certified. It’s good for quality, for provenance, and for business.
If you’re ready to work with us to elevate Malta’s food story from farm to fork, drop us a line at foodsystems. mafa@gov.mt. We look forward to helping you shape your individual brand.
