And the Yarg is ... Cornish

My article in today's Cornish Guardian covers the recent decision by Waitrose to sort out the branding on their Cornish cheeses. It is as follows:

As a proud Cornishman, and someone who worked in agriculture during my teenage years, I believe it is important that produce from Cornwall is proudly labelled as Cornish.

Not only is this important for the confidence of our small nation, it could represent a significant boost to the local economy. It is right that this is increasingly being recognised by food producers, business people, economists and politicians.

The unitary authority’s “economy and culture strategy” for the period 2013-2020 rightly declares that Cornwall is “valued for its unique environment and culture together with its strong sense of community and identity.” It adds that we have a “world class brand” that needs to be enhanced and promoted.

I fully agree with such sentiments, and it saddens me how much Cornish produce – particularly on sale in large supermarkets – has had its providence hidden and is branded as “West Country” or British or even English.

It is true that this is not just a Cornish problem and there was outrage at this year’s Royal Welsh Show in Llanelwedd, when the traditional Welsh branding in the food hall was replaced with British branding.

A prominent member of the Welsh Assembly, Plaid Cymru’s Rhun ap Iorwerth, was quick to condemn the shift in emphasis.

In a statement that could equally be applied to Cornwall, he said: “Welsh branding is important. It adds value, shows where the food comes from, shows quality, pride and economic strength, and highlights that this food is specifically from Wales. This is the very best of Welsh food … and should be celebrated as such.”

I have chosen to focus on this issue so that I can congratulate those campaigners who have been lobbying Waitrose to use start using Cornish branding on its Yarg.

The supermarket has been using packaging for the two lines of Cornish cheese with a cross of St George. One campaigning news network told Waitrose: “The Cornish flag is a national flag. It already is recognised by customers, and you would have the approval of the Cornish people in using it to promote Cornish products.”

It is therefore good news that Waitrose has bowed to pressure from a range of representations and a social media campaign to give a commitment to change the English flag to a banner of St Piran within one month.

This is another small but very welcome victory that should encourage us to continue to put pressure on processors, retailers and supermarkets to do more to always celebrate Cornish produce in its labelling.