Food for Thought, Food for Action – Brian Vella, CEO, Malta Food Agency

BY CARLA ZAHRA

CEO Brian Vella speaks to Economic Vision about the role of the Malta Food Agency in adding value to local produce.

When the Malta Food Agency (MFA) was set up in 2021, its aim was to transform and oversee the operations of the local farmer’s wholesale vegetable market, ‘il-Pitkalija’ in Ta’ Qali, and the fish market in Valletta, ‘ilPixkerija’. The promise of reform in the Pitkalija was long-awaited; the MFA's first task was the implementation of the reform and they are now working towards rebuilding trust among local farmers, while also acting as a bridge between suppliers and consumers.

To achieve this, the Agency is focusing on modernising the market’s systems, regulating the quality of local food products, and valuing the work done by local farmers. As an island, food security has always been of great importance. The consequences of not being self-sufficient were highlighted during the COVID-19 pandemic and the war in Ukraine. Both events led to increased prices, especially on imported products. While Malta cannot provide enough food to feed the whole island, recent years have shown that more value should be given to the local food production sector. As a result, the government took the much-needed decision to promote local produce and prioritise a sector that is central to our society.

Mr Vella estimates that a high percentage of vegetables in Malta are produced locally, which, he says, is satisfactory for an island like Malta. “Even 500 years ago, Malta was not selfsustained, so aiming for 100% local produce is not realistic nowadays. What we can and should do, however, is focus on the quality of food that is being produced locally. We’ve talked about it for years, but unless we act now, we cannot progress.”

The Pitkalija has been around for more than 50 years, but it is only now entering its second phase. The MFA’s plan to reform the market pivots on creating the right conditions for the Pitkalija to thrive. Situated in the heart of the action, in Ta’ Qali, the Agency’s team are in close contact with the farmers and sellers to ensure that their needs are being heard. “To change the public perception of the Pitkalija, we need to transform the systems on which it operates by introducing good governance, accountability and traceability,” says Mr Vella.

With the ball now in their court, the MFA is dedicated to modernising the operations of the Pitkalija. One aspect of this change is based on introducing a farmers’ app, which enables each farmer to access their account and view the prices that their product sells for to eliminate any abuse of the system. Similarly, another app has been introduced for sellers in the market. Although the operations of the fish market work differently, the Agency will be introducing a common system to ensure good governance throughout the fish market as well. The demand for local fish is at an all-time high, but the MFA aims to promote species of fish that have not been valued highly enough in the past. Working hand-in-hand with fishermen, the MFA assures that the fish market meets European standards which are assessed by external auditors. Looking ahead, they also plan to introduce a domestic shop that caters for consumers rather than hawkers alone. This aims to make local fish even more accessible to individuals.

“Changing a culture is not easy. As CEO, my main priority is earning our farmers’ trust because we are working in their interest. Our farmers, as well as cooperatives and NGOs representing farmers, are at the table making decisions alongside us,” says Mr Vella.

After trust is established, the Agency will have a solid base on which to bring the market into the modern age. The future of the Pitkalija could look very different, with plans for a new, modernised market building and digital marketing channels being discussed. Most importantly, the Malta Food Agency is tasked with introducing previously nonexistent marketing standards. Within the next few months, a system for grading products and packaging will be established to act as a benchmark for assessing the quality of local produce.

When asked about what criteria will determine the value of each product, Mr Vella says that a surveillance unit has been set up which will be responsible for introducing marketing standards. The work of the Malta Food Agency will then involve linking what customers are looking for, to what farmers are producing. This includes qualities such as safety, which is a clear sign to move away from using pesticides and to meet growing demand for organic products.

“I hope that organic farming will soon become the norm and we are working with the government to launch an organic plan that will encourage farmers to take this step,” says Mr Vella.

“What we can and should do, however, is focus on the quality of food that is being produced locally.”

Another issue is the environmental impact of products, which is increasingly being seen as a concern among younger generations. “Choosing local produce over imported products is automatically a more sustainable option. Customers are willing to buy local – so our job is to get the message out there and promote the good work our farmers are doing,” he says.

In restaurants, the interest in ‘Farm to Fork’ produce has been surging, with good reason. Fresh, local produce not only tastes better, but it is also ingrained in our culture. Both locals and tourists look out for local produce when dining out, but the supply of fresh vegetables is currently limited since Madein-Malta products are not yet graded. The aforementioned marketing standards will help the MFA introduce more local produce into restaurants, as graded products will be able to compete with imported products in terms of quality.

“In the last year, we managed to build a structure and bring people on board. We entered with a new approach. To bring all stakeholders on board to trust you is the best achievement we have had. Through the Food Agency, we have increased our farmers’ sense of hope. We do this not by talking, but by taking action,” Mr Vella concludes. n