Leading consumer rights group Which has carried out a recent survey revealing major concerns about labelling practices in the food sector.
The survey of just over 2,000 shoppers revealed that only half of respondents described current origin information on groceries as helpful. Almost two thirds (64%) indicated a preference for products labelled “British”.
According to Ele Clark, Retail Editor at Which, “Shoppers want to know where their food comes from for multiple reasons, including supporting British suppliers and making more sustainable choices. Supermarkets should particularly focus on labelling loose fruit and vegetables more clearly, but manufacturers and retailers should also consider providing origin information on more processed meat products so shoppers are armed with the information they need to make informed choices.”