A new consumer awareness campaign has been launched to stem imports of foreign cheese and dairy products.
#HonestDairyLabels campaign launched by RABDF at Livestock 2012 is one of the association’s contributions to the coalition’s 10 point plan.
The campaign has already gained national media coverage that will be followed up with emphasis on social media as a communications vehicle.
Speaking at the event David Cotton, RABDF chairman said: “Consumer concern over dairy product source of origin is reflected in a recent survey conducted by Which? Magazine. 73% of consumers surveyed indicated they wanted to see provenance labelling on dairy, followed by meat, 72%, and milk used in dairy products, 68%.
“Confusion continues on the cheese shelves,” added Mr Cotton. “Strong brands such as Pilgrims Choice are perceived to be British but are in fact produced and processed in Ireland; Cheddar labelled ‘produced in the UK’, is made from Irish milk, and exported to England for packaging.”
Other examples of confusing labelling Mr Cotton alluded to included Muller yogurts which are assumed to be made at Market Drayton from British milk, but carries no AFS Red Tractor Union Jack logo.
“In fact the majority of yoghurt on supermarket shelves is imported,” said Mr Cotton.
RABDF will also be seeking to gain support for its #HonestDairyLabels from the WI and Townswomen’s Guild.
For more on this topic
See our Livestock 2012 event page