Investigating the potential a protected designation of origin label has on hand-harvested sea-salt in the Maltese islands

Abstract

The salt-making industry is facing a number of challenges that if left unaddressed will see the eradication of the hand-harvested salt-making industry. This study identifies a potential solution to add value to this product produced by traditional means. Increasing the marketability of sea-salt will directly preserve the salt-making industry for generations to come. The aim of the study is to analyse the potential a PDO label for Maltese hand-harvested sea-salt has in marketing it as a niche product. The methodology used to investigate the aim of this study is through a consumer survey and interviews with the salter. The study identifies that there is a lack of awareness on PDO labels, but nonetheless the consumer appreciates that the quality of such product is guaranteed. Results have also shown that although the salters' trade is on the decline, the younger generation is keen to find ways to revive the industry. PDO products on the international market are generally produced by artisanal methods and it has been observed that this label gives an added value to such products to the benefit of the producer as well as to the end consumer.