Industry Shamed For ‘misleading’ Public

4,000 food businesses, industry professionals, journalists and MPs were asked to share their thoughts on misleading packaging as part of a research project commissioned by the BBC.

The findings convinced Rob Ward, founder of the Food Marketing Network, to launch a website exposing companies (large and small) selling counterfeit foods in the UK.

More than 2,000 people visited honestfoodlabelling.com in the first week. The site – a rapidly growing fraternity of anonymous consumer and food company ‘disciples’ – names and shames any retailer and producer found to be misleading consumers and competitors through ambiguous, inaccurate labelling.

Birds Eye is the latest food giant to bow under the pressure and drop its ‘British’ labelling, following revelations that its ‘Great British Menu - Roast Chicken Dinner’ uses imported meat and is manufactured in Republic of Ireland.

Other examples include: Melton Mowbray Pork Pies (even with a PGI, the pork doesn’t have to be British) and Tesco’s British Goose Fat Roasted Potatoes (the tatties are British but the goose fat’s origin is in question). “I’m still waiting for Tesco to confirm the goose fat is British and not sourced from France and Germany - where the majority of it comes from,” said Mr Ward.

Embarrassingly, culprits are also emerging in the speciality food sector – the original campaigners for the integrity of ‘real’ food.

“The food industry is cloaked in a dark veil of suspicion - the fact that businesses imply provenance but don’t commit to it is pretty repulsive to me. Consumers are overwhelmed and bored with the flooding of labelling. They want an emotional attachment, but only if it’s clear and honest. It’s ridiculous that beef can be called Aberdeen Angus even if the only part of the production process to take place in Scotland is the slaughtering,” argued Mr Ward.

“The industry is still living in the cunning ‘let’s put a spin on everything’ era, but consumers have already moved away from this. The loopholing trend of the 21st century has no future where food is concerned. Consumers are totally fed up with the lies and deceit from retailers selling products that imply they’re something they’re not. If a shop is calling a product ‘traditional’, ‘regional’, ‘local’, ‘home-baked’, ‘fresh’, etc, when it’s not, they had better watch out. Social media can destroy a brand/business overnight if it’s seen to be ripping off the public,” he warned.

Indeed, with the 24/hour honestfoodlabelling.com police, the site has the power to reveal any anomaly instantly. “It doesn’t matter if it’s innocent ambiguity or knowing deceit, neither defence justifies misleading the public,” said Mr Ward.

True to his word, anyone/business found selling products under the pretence that they’re British, local or regional are called ‘sinners’ and ‘condemned’. (The top five worst offenders are listed at www.honestlabelling.com)

FARMA’s recent introduction of the GOAL certificate [see related links], endorsed the need to address the sector’s increasing number of grey areas. “The fact that we have to help consumers distinguish ‘real’ farm shops from those buying in their produce says a worrying amount about the degree to which boundaries have become blurred,” argued Mr Ward.

However, honestlabelling.com is not developed (or intended) to be a hate campaign. “It’s designed to ensure that the authenticity of local, regional food is maintained,” explained Mr Ward.

“Minortiy producers should see the site as an opportunity to prove that they really do dominate their niche, region or sector. If a deli, farm shop or independent is doing things by the book then this is their chance to start screaming about it,” urged Mr Ward.

Indeed, the site recognises retailers and producers who are totally transparent by listing them as ‘angels’.  Anyone labelled as a ‘sinner’ can also be forgiven by ‘repenting’. “They just have to show everyone an improved version of their packaging,” said Mr Ward.

Birds Eye’s rebranding for example, is seen as a step in the right direction, but the food giant is still being taken to task for a lack of transparency. “They have removed the words ‘Great British Menu’ and replaced it with ‘Traditional’,” reported Mr Ward. “I don’t think this product, which is made in a substantial factory in Southern Ireland, reflects any traditional manufacturing process,” he added.

The responses to the site have been so wide-reaching that plans are now afoot to launch the site in Canada, where the industry is concerned about the integrity of its export packaging.

“We’re on the tip of the iceberg. The aim is to turn honestfoodlabelling.com into an international watchdog site,” said Mr Ward.

To become part of the campaign or to watch the BBC1 programme exploring honest labelling (Rip Off Britain) visit the homepage: http://www.HonestLabelling.com.

For more information on Rob Ward visit: http://www.linkedin.com/in/foodmarketingnetwork