The food industry must be more mindful of its marketing claims as consumers become more wary of big business. This was the opinion of Deirdre Hutton, chair of the National Consumer Council (NCC), speaking in London this week.

'We have reached a very interesting tipping point in consumer views on the role of business,' Hutton told a seminar held by the Chartered Institute of Marketing Food, Drink and Agriculture Group. 'As well as getting fatter, consumers are getting a bit smarter.' She said consumers are 'struggling with too much choice' and feel 'bamboozled, baffled and bombarded' by labelling that lacks credibility, food assurance schemes, endorsements and claims made for products and logos.

On health claims, she said: 'On one hand they are good for the public, on the other they are hyped-up marketing gone wild. Yes, differentiate, but be honest and don't overclaim.' She said the NCC is pursuing harmonisation of health claims standards across the European Union.

'The NFU's Little Red Tractor Scheme illustrates the potential for schemes to confuse consumers,' said Hutton. 'It was marketed in such a way that led people to believe that the products were all British and of a higher standard. But it was never a country of origin marque and it never can be. Neither does it necessarily represent higher standards.' While the NCC supports the Little Red Tractor and believes it has potential. Hutton added that all assurance schemes would lose the trust of increasingly savvy consumers if they failed to base their public claims on honesty.

Hutton's presentation was the final event of the 25th anniversary celebrations of the CIM FDA. Above, she is being presented with a memento of her evening by group president David Desbrow.