Identifying existing and potential markets for locally grown aromatic fresh herbs : an added income for local farmers

Abstract

Current statistical data indicates that agriculture is only a marginal contributor to the Maltese economy - with a declining contribution to the GDP now at 1.7%. Full time fanners amount to 1,764: Malta- 1448: Gozo & Comino - 316 (NSO, FSS 2008). As in all European countries the agriculture sector is ailing, with various factors contributing to this phenomenon - primarily because of the prevailing opportunity costs plus the attractions of more comfortable life-styles, but also because the sector is not withstanding the challenges of a globalised free economy. Yet, agriculture, albeit small, plays an important role in maintaining Malta's unique environmental landscape. The abandonment of agricultural land by farmers can not only deprive the Maltese of the traditional fresh distinctive products but will impact negatively on the tourist product with all its consequences. It is therefore imperative that agriculture resists the winds of change and means are found to encourage the fanner to retain his terrain, preferably providing him with opportunities to increase income. This project consequently attempts to identify a means for supplementary income through the marketing of aromatic herbs which have been identified as already in demand, and others that have good prospects to increase demand, and, at the same time, with no additional investment and running costs to the producer, in a situation where an ideal climate for an all-year round cultivation of aromatic herbs prevails, unlike most other EU countries. The multifarious uses of aromatic herbs and the added value to both producer and consumer are investigated and discussed to cover culinary, medicinal, aromatherapy, pest management, intercropping, and decorative issues. A selection of traditionally produced aromatic herbs was taken for this study. Research was carried out with producers, suppliers, importers, and processors and a statistical analysis undertaken. In conclusion, professional promotions are identified to increase the awareness of the various benefits of aromatic herbs by consumers, commercial entities, and the agricultural sector itself.