"Shout about how great you are"

Chef John Benson-Smith wrote a great article in the local Jersey Evening post on Saturday 27th of January in which he castigates local suppliers for not shouting loud enough about the quality of their produce.

He came to the Island some 8 months ago to open the Boathouse Restauant in St. Aubin. Not knowing who the local suppliers were he found that instead of people banging on his door, he found that it was "like trying to crack the code for entering a secret society". What he has discovered is that "Jersey produce is a darn sight tastier than the fantastic produce from the UK".

If I look at my organisation. We now supply coffee and tea to two Michelin starred restaurants, namely The Ocean at the Atlantic Hotel, and Bohemia, part of The Club and Spar Hotel, as well as many other of the finest dining establishments on the Island. How many other regional roasters can boast this accomplishment? So why don't we shout about this achievement?

Well I think it's because on Jersey, people's expectations are so high. We have an incredible number of restaurants on an Island that is only 9 miles x 5 miles. The competition for a limited audience is immense and only the best survive. That means suppliers have to be on their mettle. It's no good being ordinary, you have to be extraordinary. Reputation in a small community is everything if you are to succeed, and the result is that Jersey has many great small businesses. But because they are small there are no great marketing campaigns, a lot that happens is word of mouth. I can therefore completly understand Mr. Benson-Smith's frustration.

But this leads me on to a much bigger criticism of how Jersey produce is marketed outside of the Island. I have a particular gripe as a coffee roaster.

Whilst Genuine Jersey is fine for local growers, my business isn't entitled to be a part of the party which is ridiculous! Anyone who roasts coffee will know that no matter where it comes from it is the roaster who ultimately will make or break the coffee. In the same way that clay to make pots comes from all over the world, yet it is the skill of the potter who determines whether it will turn out to be a great pot.

Nowhere was this more apparent to me than when I visited SIAL in Paris last December. This is an exhibition at which countries and regions from around the world showcase their produce. As usual Jersey was nowhere to be seen. The UK had a stand, Latvia had a stand, Tuscany had a stand, as did many other regions within Europe, and yes they even had coffee from these regions. So what the hell are we doing wrong in Jersey?

It transpires that the criteria to be on a stand from the UK is that you have to "add value" to that product within the UK, such as roast and pack coffee. At last! common sense prevailing.

Given we have an Economic development department deparate to grow our Economy wouldn't it make sense if they paid a lot more attention to the potential export opportunites that local businesses like mine can provide? Export earnings = economic growth!

Come on Economic Development, sort it out, we're doing great things here, and as Mr. Benson- Smith says "it's time Jersey stood up and shouted about why its produce is as good as it is, rather than letting it remain a delicious secret"