Better country of origin labelling must be implemented on more online products, says the National Farmers Union (NFU).
The NFU is calling for product labelling to provide more clarity about where products come from.
Online shopping is a growing trend and according to food industry research charity IGD, in 2016 the value of online grocery sales was worth £10.5bn and this is set to almost double by 2020 to £17.6bn.
NFU food chain adviser Helen Hunt said: “With Brexit on the horizon, clear country of origin labelling has never been so important. Shoppers want to buy British food; a survey in May 2016 found that 60% of the public often or always look specifically for British produce when shopping for food.
“The supermarket shelves are where producers showcase their products and it is vital customers know what they are purchasing.”
France, Lithuania, Portugal, Italy, Finland and Greece are running trials to introduce mandatory labelling of meat and/or milk as an ingredient, and the NFU has written to Defra Secretary of State, Andrea Leadsom, asking for the introduction of this national measure in the UK.
Hunt said: “One of the key issues is that the country of origin of products sold online is often not clearly identified and pictures of products with origin labels do not always represent what a customer may receive.
“I am among the 22% of consumers who do their grocery shopping online and it frustrates me that the same information that is on a pack is not given to you online. I want to buy British but country of origin labelling online is inconsistent and confusing.”
The NFU believes that it is good practise for retailers selling online to identify British products on the listing page with a British flag, which makes British products easily identifiable to the consumer.
Hunt added: “We would like to see better country of origin labelling in processed products such as pies and ready meals. These products should display the origin of the primary or the characterising ingredient.
“Whether it’s through mandatory or voluntary labelling the NFU will work with the supply chain to ensure that consumers have clear and accurate labelling now and post Brexit.”
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
