• who we are
• how we work
• GPR in the community
• placement programme
• scrapbook

Melton Mowbray Pork Pie Association

PROACTIVE NATIONAL LOBBYING CAMPAIGN SECURES 'PROTECTED GEOGRAPHICAL INDICATOR' STATUS

The Melton Mowbray Pork Pie Association was formed in October 1998 by a group of pork pie makers based in and around the town of Melton Mowbray to protect the quality and reputation of the Melton Mowbray pork pie.

The Association submitted an application to gain Protected Geographical Indicator (PGI) status to address the issue of pork pies being marketed as Melton Mowbray Pork Pies but which are inferior in quality. This causes confusion amongst the consumer and damages the reputation of Melton Mowbray as a premium brand.

Geometry PR has managed a national campaign since 2002 to promote the MMPPA's application to achieve PGI status for the Melton Mowbray Pork Pie. By raising awareness of the campaign's objectives at a local and national level, public awareness and support has been secured. A petition received 10,000 signatories in less than a month, a significant result and key to the MMPPA substantiating public support of the application with DEFRA and the European Commission. The application has been opposed by manufacturers who fall outside the designated PGI area and consequently the application has been subject to scrutiny by the Courts. At every step of the application process Geometry advised on the communication strategy and ensured a positive and balanced view was presented through the media.

External links related to this client:
Visit the official MMPPA website