Grown in deep peat soils of the Fenland area in parts of Cambridgeshire, Suffolk and Norfolk, "Fenland celery" is known for its distinctive nutty and bitter/sweet flavour, its tender, crisp and crunchy texture and its light green to white colour.
"The strength of European agricultural production lies in its diversity, in the know-how of farmers, and in the soil and territories of production", said Dacian Cioloş, Commissioner for Agriculture and Rural Development. Adding: "Given the pressure they are under from the economic downturn, concentration of retailer bargaining power, and global competition, farmers need the tools to better communicate about the quality of their products to consumers".
Citizens and consumers in the Union increasingly demand quality, as well as products linked to regions and their traditions. They demand food with a history, with identifiable specific characteristics linked to their geographical origin or traditional methods of production.
Producers need to be rewarded fairly if they are to continue producing a diverse range of quality products.
EU registration of Fenland Celery allows producers to publicise to buyers and consumers the characteristics of their product under conditions of fair competition.
Nearly 1,200 EU quality agricultural products and foodstuffs are protected under the scheme from imitations and which in turn provides customers with the reassurance that what they are buying is really what it says on the label
The EU quality schemes were created in 1992 and in 2010 accounted for more than 15.8 billion euro (GPB 13.3bn) in total sales value.