Lidl Malta’s customers will shortly, for the first time, have a selection of Maltese agricultural produce to choose from, after the supermarket approached the local Farmer Central Cooperative Society (FCCS) last year.

A video sent to WhosWho.mt shows several consignments of carrots, onions and cauliflower ready to be delivered to Lidl’s stores across Malta.

The boxes of vegetables proudly indicate that they are Prodott ta’ Malta (Product of Malta).

“Negotiations between Lidl and the Farmers’ Central Cooperative Society (FCCS) for the supermarket giant to stock local produce have been going on for some time,” says Malcolm Borg, who served as the main negotiator from the producers’ side.

He adds that the cooperative “hopes to be in a position to increase the selection,” while acknowledging that “negotiations take a while to decide on products, their pricing and presentation.”

He clarifies that it was Lidl that approached the FCCS with a proposal of products.

The producers are a small number of farmers who have the productive capacity to meet the demand of Malta’s largest chain of supermarkets, with the operation depending on their professionalism and ability to benefit from economies of scale, explains Mr Borg.

The produce will be prepared and delivered on a store-by-store basis, with each Lidl location informing the cooperative of its daily needs.

The development is described as “immensely important” by Mr Borg, who also leads farmer NGO Għaqda Bdiewa Attivi.

As Maltese shoppers turned away from local greengrocers and did more of their shopping at supermarkets, the market share of Malta-grown produce continued to shrink.

“The Maltese agricultural sector has suffered hit after hit as large supermarket chains started importing produce from abroad. Lidl, for example, already had a defined supply chain that was difficult to penetrate since it required certain certifications that local farmers did not have.”

The deal therefore constitutes a major step forward for Malta’s ailing agricultural sector.

The Malta Food Agency also had a role to play in the provision of packaging. While local produce is typically packed in green crates used at the pitkalija, Lidl requested that the produce is delivered in carton boxes.

Speaking to WhosWho.mt, CEO Brian Vella says: “The Malta Food Agency, in collaboration with the Farmers’ Central Cooperative, is fully supporting this initiative by providing all necessary resources and assistance.

“Our goal is to ensure that high-quality local products are readily available in every corner of our shopping spaces, making them more accessible to consumers while strengthening support for local farmers.”

Both Mr Borg and Mr Vella stated that the list of products is set to increase, giving Lidl Malta's customers a greater selection of locally grown produce.