FSA research backs retailers' approach to country of origin

15 January 2010

The Food Standards Agency's (FSA's) research into food labelling, published today (Thursday), supports retailers' own experience that country of origin is not the key issue determining the choice of product for most customers. However, the British Retail Consortium (BRC) said for those consumers who view it as an important factor, retailers provide very clear country of origin labelling on their own-brand goods.

The FSA rightly acknowledged the work done by retailers in improving the information available to customers.

Where there is consumer interest in country of origin, the FSA research shows it is concentrated on fresh meat and meat products. The BRC believes the focus should be on these items.

Andrew Opie, British Retail Consortium Food Director, said: "You can't miss British produce in stores because it's clearly labelled by retailers, often with written statements or Union flags or red tractors. Any customer who wants to buy British will have no problem identifying it in shops.

"The FSA research clearly shows country of origin labelling isn't the most important factor for most customers. There is higher consumer interest in country of origin for meats and meat products and that's where the focus needs to be.

"Many retailers provide information well beyond the legal requirements and give the country of origin for the ingredients of manufactured products even though it's not a statutory requirement. Stores provide this extra detail where they judge it will be useful to their customers."

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