A recent investigation has shed light on the inadequate and often misleading country-of-origin labels on supermarket products, potentially leaving consumers in the dark about where their food originates. Researchers from Which? discovered discrepancies in the labelling of various items across major supermarket chains, including Sainsbury’s, Asda, and Aldi.
During the investigation, Which? found that loose cauliflowers, red cabbage, courgettes, and onions at Sainsbury’s, as well as peppers, melons, and mangoes at Asda, lacked visible origin labelling both on the shelf and the products themselves. At Aldi, researchers observed tomatoes from Morocco, parsley from Italy, and sweet mini peppers from Spain displayed under a banner promoting “Great British Quality.”
Furthermore, certain products featured labels with ambiguous or misleading information. For instance, a pack of sausage rolls from Lidl stated they were processed using “UK and non-UK pork,” while a pack of gammon joints at Iceland had pork labelled as “EU and non-EU origin.”
Aldi’s Crestwood bacon and cheese wraps boasted “Made in Britain” on the front packaging, despite containing pork from the EU, a discrepancy also found with an Aldi steak and gravy pie.
A survey conducted as part of the study revealed that only 51% of respondents found current origin information helpful, while 64% expressed a preference for products labelled as “British.” The majority of consumers (72%) emphasized the importance of knowing the origin of fresh meat, while 68% considered it vital for fresh fruit and vegetables.
Presently, labeling regulations mandate the inclusion of origin information on meat, fish, fresh fruit and vegetables, honey, and wine, but do not extend to processed or frozen counterparts unless misleading not to do so.
The survey further highlighted that 59% of shoppers who check for origin labelling do so to support their local economy, while 58% use it to assess product quality, and 52% to understand environmental impact.
Which? emphasized the need for improved origin labelling to empower consumers in making informed choices aligning with their values. The watchdog pledged to share its findings with the Department for Environment, Food and Rural Affairs as part of the ongoing consultation on fairer food labelling initiated on March 15.
In response to the investigation, Aldi assured customers of their commitment to adhering to labelling regulations, particularly regarding fresh produce. Asda reiterated its dedication to displaying country-of-origin clearly, while Iceland stated adherence to UK government guidance on food labelling. Sainsbury’s emphasized its processes for ensuring transparent country-of-origin information.
The survey, conducted by Deltapoll, gathered responses from 2,011 UK adults online in February.
This article highlights the necessity for accurate and transparent country-of-origin labelling, underscoring the role it plays in consumer decision-making and supporting local economies.
