For years, the EU’s Protected Food Name scheme has sat in the background, with few in the industry knowing - or caring - what it is.
But as our story on Quorn this week shows, suppliers ignore the scheme at their peril. It has teeth and will bite, as Marlow Foods found to its cost.
The scheme - which protected Stilton, Jersey Royal Potatoes and Melton Mowbray Pork Pies from being copied - is not just another tool by which the EU can tie suppliers up in red tape. As manufacturers and retailers work harder to justify the provenance of their products in the face of tighter spending, the scheme offers a cost-effective way of adding value to products.
With a raft of products at various stages of the application process, including the Birmingham Balti, Lincolnshire Sausage and Vale of Evesham Asparagus, suppliers would do well to acknowledge its value.
The Cornish Pasty is a case in point. With an estimated 13,000 people benefiting from Cornish Pasty production, it is worth protecting. And as Greggs ponders a loyalty card, George Osborne would surely agree.