This tag will also be affixed to butchers’ doors where fresh Maltese pork is sold, reports TimesofMalta.com.

Resources Minister George Pullicino said the label was aimed at encouraging consumers to opt for fresh and genuine Maltese pork.

“Customers have a right for choice. Up until now, consumers did not have the means to differentiate between imported and Maltese pork,” Pork Breeders Association general manager Oliver Frendo said.

Consumers were becoming more aware of the importance of buying local produce, the association said. Economists, it added, insisted the consumption of local products sustained the country’s economy and protected the local agricultural community, while reducing transport pollution.

This new label will be accompanied by a publicity campaign on the media, including an online site majjaltamalta.com. Several recipes will be distributed to places participating in the scheme.