UK supermarkets have been accused of having “misleading” and “inconsistent” labelling on food products, making it harder for shoppers to understand where their food is from, according to Which?.
For specific foods including fresh fruit and vegetables, fish, unprocessed meats, olive oil and wine, retailers are required to state the “country of origin”, however this rule does not usually apply for processed meat or frozen fruit and vegetables.
However, the new research from the consumer watchdog found that even in cases where the country of origin should have been supplied, that was not always the case with loose cauliflowers, red cabbage, onions and courgettes at Sainsbury’s, and melons, mangoes and peppers at Asda.
It came despite two-thirds of the people surveyed by Which? having said it was important to know where fresh fruit and vegetables originate from.
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The watchdog also noted inconsistencies, as a whole-label pineapple in Tesco did state the country of origin, however a packet of pineapple chunks in the next aisle did not.
While this is within the rules, Which? pointed out that it is not helpful to shoppers.
In some cases, labels were found to be “misleading”, with one example given being Aldi’s Crestwood bacon and cheese wraps, as although the front of packs showed union jacks and claimed to be “Made in Britain”, the back of the items said they contained EU pork.
Which? retail editor Ele Clark said: “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.”
Sainsbury’s and Asda both affirmed that they had processes in place to clearly state the country of origin on the product or shelf edge.
Aldi said: “When it comes to fresh fruit and veg, we are proud to support British farmers and aim to stock British produce whenever it’s available.
“Customers understand that at this time of year that isn’t always possible, but we remain firmly committed to supporting the British farming community.”
