Misleading labelling is alive and well, tricking people
into thinking they are buying British pork and pork products
when they are not.
A survey by the British Pig Executive (BPEX) questioned
more than 500 people at the BBC Good Food Show using four
different packs of pork and asked people to identify the
country of origin.
The survey showed countryside images and the use of spurious
farm names frequently misled consumers into believing a
product was British when it was not.
One particular product, available in a major retailer,
was believed to be British by 53 per cent of those questioned
as it had a supposed farm name on the pack and a typical
meat and two veg picture on the front of the pack.
The call for clarity was backed still further when almost
half the people questioned couldn't identify Dutch pork
by the small 'NL' printed on the front of the label.
MLC Consumer Affairs Director Richard Lowe said: "People
are obviously easily confused and even more easily misled
by the on-pack labels.
"BPEX has been campaigning for a long time for clear,
transparent and honest labelling so consumers can make
an informed choice but the results of this survey shows
there is still a long way to go.
"Those consumers who do wish to buy British could
find it extremely difficult to do so and the whole industry
has to work together to clear this up."
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