The recent announcement by Defra on new labelling proposals is a significant step towards improving country of origin labelling. This move comes after Defra’s call for evidence on mandatory proposals and aims to enhance consumer awareness regarding the origins of meat products. The consultation will evaluate the display of information and the inclusion of products in detail.
Consumers typically take 41-81 seconds to select their meat at the point of sale, highlighting the importance of clear and informative labelling. For instance, distinguishing between imported pork and bacon cured in the UK with a Union Jack label can be confusing for consumers. Therefore, a more explicit way of presenting information is essential for consumers to understand and support British products effectively.
The proposed changes also include ‘method of production’ labelling for pork, chicken, and eggs, with a mandatory five-tier label differentiating between products that fall below, meet, or exceed baseline UK animal welfare standards. Fidelity Weston, chair of CLEAR, emphasized the need to recognize the UK’s high farming standards in the marketplace through transparent and honest labelling practices.
Moreover, the drive towards promoting truly local produce has received positive feedback from various stakeholders. Waitrose’s executive director, James Bailey, commended the plans to enhance transparency in food production methods. The consultation aligns with the government’s support for British farmers, as emphasized by UK PM Rishi Sunak at the recent NFU conference.
While clear labelling is crucial, NFU deputy president David Exwood emphasized that it is not the sole solution to safeguarding high standards from imports. He stressed the importance of enshrining core environmental and animal welfare standards in law for all agri-food imports. The NFU supports the utilization of QR codes to provide consumers with comprehensive information on product environmental metrics and animal welfare.
In conclusion, the consultation on fairer food labelling will play a pivotal role in empowering consumers to make informed choices and supporting British farmers. The consultation period will run for eight weeks, closing on 7 May 2024. Make your voice heard by participating in the Defra labelling consultation here.
