The Food Standards Agency’s (FSA’s) research into food labelling, published on 14 January, supports retailers’ own experience that country of origin is not the key issue determining the choice of product for most customers.
However, the British Retail Consortium (BRC) said for those consumers who view it as an important factor, retailers provide very clear country of origin labelling on their own-brand goods.
The FSA rightly acknowledged the work done by retailers in improving the information available to customers.
Where there is consumer interest in country of origin, the FSA research shows it is concentrated on fresh meat and meat products. The BRC believes the focus should be on these items.
Andrew Opie, British Retail Consortium food director, said: “You can’t miss British produce in stores because it’s clearly labelled by retailers, often with written statements or Union flags or red tractors. Any customer who wants to buy British will have no problem identifying it in shops.
“The FSA research clearly shows country of origin labelling isn’t the most important factor for most customers. There is higher consumer interest in country of origin for meats and meat products and that’s where the focus needs to be.
“Many retailers provide information well beyond the legal requirements and give the country of origin for the ingredients of manufactured products even though it’s not a statutory requirement. Stores provide this extra detail where they judge it will be useful to their customers.”
As the Food Standards Agency (FSA) publishes its latest research on country of origin labelling, Which? chief policy adviser, Sue Davies, says: “While we’re pleased that the FSA supports EU proposals to make origin labelling less misleading, we’d like to see them go further by pushing for an extension of origin labelling rules. Our research shows strong consumer support for country of origin labelling, especially for meat and poultry.
“It’s bizarre that, currently, the origin of beef has to appear on the label, but it doesn’t for other meats such as pork. It’s great that more food companies are now providing information on a voluntary basis, but unless this is mandatory, consumers won’t always get the full picture.”
