Actions to match words

You could, on the other hand, buy local produce whenever it is feasible to do so.

The second course of action makes most sense for a number of reasons. The first is the sheer quality of so much Jersey produce. Our Royals, our milk and milk-based products and our shellfish are famous far beyond our shores, so why look for alternatives?

Secondly, there is the question of what is best for the economy and, ultimately, the well-being of all Islanders.

Again, choosing home-produced items is entirely logical. As has been pointed out, the shopper who buys an imported pot of yoghurt should know that a high percentage of the purchase price will leave the Island. But buy a Jersey Milk yoghurt and something like 80 per cent of the price paid stays here.

There are, of course, limits to the buy from the home market principle. Shoppers would search for a long time for Jersey mangoes or bananas and buying exclusively local produce and ignoring overseas producers would negate the good work achieved through Fair Trade and other initiatives that help developing economies.

In addition, the Island does not want to be accused of advocating protectionist trading practices.

That said, Economic Development Minister Philip Ozouf is quite right to back the drive to promote what is produced here, though many would wish that the States would match positive action to the many fine words spoken in this context.

Rod Bryans, who has devised the Think Twice – Buy Local campaign, makes an excellent point – that government in particular should apply the standard to services as well as goods.

All too often we have seen States departments choose agencies, designers and web experts from the UK to handle advertising campaigns, rebranding and internet site creation when the necessary high-level skills can be found among practitioners in the Island.

Those who profess to represent our best interests really ought to recognise that what holds good for vegetables and fish also applies to services and act accordingly.