“The Malta Food Agency’s mission is to connect local producers, farmers, fishermen, and businesses with both domestic and international opportunities. It serves as a vital link, fostering relationships among various stakeholders in the local agribusiness ecosystem,” says Justin John Camilleri Chief Business Development Officer at the Malta Food Agency.

In this role, Mr Camilleri spearheads strategic initiatives that foster growth in Malta's agribusiness sector, with a focus on quality, value, and resilience. His Business Development Unit fosters strategic alliances with a diverse array of stakeholders, with the overarching aim of strengthening local farmers, fishermen, and food producers.

“Since the Malta Food Agency’s inception in 2021, we've made significant strides in realizing this vision. Our primary focus has been on collaborating with local producers to showcase their exceptional products in diverse markets, both locally and internationally. These collaborations have enabled us to establish robust relationships and promote the excellence of Maltese produce even at international trade shows,” Mr Camilleri explains.

The mission of the Malta Food Agency looks at the long-term, while also achieving short and medium-term objectives. “One of our key initiatives is the development of an online product registry, designed to be a one-stop destination for information about local food products. This registry will not only provide insights into the rich variety of Maltese products but also offer a comprehensive view of our remarkably short supply chain. Maltese products are grown, caught, and harvested just a few meters away from our dining tables, aligning perfectly with popular food concepts like 'zero mileage' and 'farm to fork.' We aim to amplify the recognition of these unique characteristics,” Mr Camilleri continues.

In order to achieve this goal, the agency actively engages with the core players and stakeholders in all aspects of the strategic decision-making process, as their insights and expertise are held in high regard. “After all, they are the true experts in the field,” Mr Camilleri declares.

Addressing the challenge of local produce facing tough competition from imports, Mr Camilleri recognizes the shift in consumer preferences. “The Malta Food Agency has responded with intensified marketing campaigns, focusing on educating consumers about the benefits of choosing local produce, including freshness and sustainability. Two pilot projects, one involving certification for businesses using local products and the other introducing a prominent label for local products, have been launched to strengthen the connection between consumers and local produce.

In collaboration with the Farmers' Central Cooperative Society, the agency has implemented initiatives such as washing, grading, packaging, and branding for local products. By emphasizing quality and advantages, the goal is to create a sustainable and vibrant local agribusiness ecosystem while meeting the increasing demand for high-quality, locally sourced products.

The strategy of the Malta Food Agency extends beyond promoting local produce to building an entire agribusiness ecosystem. Access to markets, promotion of local food, and building bridges between stakeholders are central to the agency's mission. “Market access initiatives involve meticulous research and proactive engagement with customers, resulting in substantial growth in sales and value across various markets. Through these efforts, we've identified key gaps that hinder market access. To address these challenges, we've engaged in extensive consultations with relevant stakeholders, leading to the development of strategic action plans aimed at minimising these gaps and expanding market access.

Our markets, including the Pitkalija fruit and vegetable market, the Pixkerija fish market, and the Farmers Market, have experienced substantial growth in sales, value, and customer engagement. Notably, the Pitkalija market has seen a remarkable transformation, with a 15 per cent increase in registered farmers and an impressive 60 per cent rise in registered buyers, including food establishments and supermarkets. This surge has elevated our annual sales from €21 million to an anticipated €27 million by the end of this year. It is a testament to the reliability and trust we have instilled in our operations.”

Moreover, the agency actively promotes local food through engaging videos showcasing the dedication of local producers. These videos not only showcase the origins of the products and their superior quality, but also spotlight the dedicated local producers behind them. This initiative has generated a groundswell of appreciation from consumers who now value the passion and dedication of our local food heroes even more. These producers ensure fresh, high-quality produce is consistently available for our consumption. The key to success lies in the bridges built with stakeholders, fostering an ecosystem for agribusiness,” Mr Camilleri illustrates.

Looking towards the future, the Malta Food Agency is committed to making agriculture and fishing more enticing for the next generation. “To support aspiring new players in these sectors, we collaborate closely with organisations such as FCCS, Għaqda Bdiewa Attivi and Koperattivi Malta, among others. Together, we explore innovative ways to entice the younger generation to embrace agriculture and fishing, thus carrying forward the tradition of local food production. Our goal is to make these industries culturally significant as well as economically attractive,” Mr Camilleri notes.

And results appear to be positive as a new generation of farmers seems to be motivated and making inroads into the sector. “They are introducing cutting-edge technologies and experimenting with the cultivation of produce that was not traditionally grown in Malta. We wholeheartedly encourage this innovative spirit and stand ready to support these emerging ventures. In addition, we're actively supporting the Farmers Market. This market serves as a dynamic platform to directly connect with consumers. It's an ideal space for testing the market with new and unique products.”

By fostering innovation, collaboration, and market access, the agency seeks to create a thriving ecosystem that preserves the agricultural and fishing heritage of Malta. As the agency plans for the next year, the focus remains on driving up demand for local food products, contributing to economic prosperity and reducing food waste. The three main pillars of Markets, Digitalization, and Business Development guide the agency's strategic initiatives, promising a dynamic and transformative year ahead.