Produce labelling is in need of a “fresh”face lift, according to grower Derf Paton.
Paton said UK growers should follow the Japanese and campaign for labelling displaying freshness dates in relation to harvesting, rather than the current sell by date.
Labels should also show “energy factors” which would cast UK produce in a better light than imports by highlighting air freight charges, he said.
“UK growers would then have an obvious strong competitive edge of a minimum of 24 hours if it is defined as the time taken from production to point of sale,” he said. “This consideration is lost when produce goes into the category management system.”
Friends of the Earth campaigner Vicky Hird agreed, suggesting that consumers should be presented with all the relevant information, including air freight costs and food miles.
No comments yet