The NFU has commended Asda after ‘misleading’ labels were changed on packets of beef.
The supermarket had originally stocked ‘Hereford Prime Beef Sirloin Steak’ on its shelves, but had not clearly indicated to consumers that the product was imported from Uruguay.
It was able to brand the product in such a way because the type of cattle used are indeed Herefords, even if the animals are reared, slaughtered and cut 6,800 miles away in South America.
The NFU publicly challenged the retailer to ensure consumers knew what they are putting in their trolley.
Lee Woodger, NFU head of food chain, said: “In using the breed name ‘Hereford’ the packaging implied that the beef was from animals born and reared in our own pastures when in fact it came from Uruguay. We felt that these labels were misleading shoppers who, understandably, assumed the product was British.
“We are pleased that Asda has listened to our complaint and changed the packaging so it is now clear that the beef comes from Uruguay.
“The new packaging is an exemplar case of how food should be labelled and I hope this episode demonstrates to retailers that we take the practice of misleading the public seriously. We will also be writing to the British Retail Consortium in order to encourage them to improve the Voluntary Principles on Country of Origin Labelling code of conduct introduced in conjunction with Defra minister Jim Paice.”
- Angus Roberts - 05/10/2011
What exactly does the new labelling say? How does it make it clear that the beef is from Uruguay, whereabouts on the packaging and in what size font? Call me cynical, but it is not enough to say something - you have to say it in the right way.