As a consequence of the multitude of food crises that have occurred in recent years, consumer faith in food safety and quality has plummeted, according to research published in the International Journal of Food Science & Technology, leading to the creation of numerous quality labels highlighting particular product characteristics.
The report singles out the Belgian quality label for fresh fruit and vegetables, Flandria, for examination. It states that buyers, who represent over a quarter of the survey’s sample, view Flandria tomatoes as superior to others due to the guarantee of origin, better taste and more stringent production controls.
However, the report also concludes that the Flandria label, which has been utilised intensively for a broad range of fresh produce for 10 years, has become relatively standard in the eyes of consumers, with little differentiation perceived besides its certified production and origin.
