UK – The UK Environmental Secretary Steve Barclay has put forth a comprehensive proposal for labeling legislation concerning dairy, meat, and poultry products.
The proposed initiatives, which include method of production labeling and country of origin labeling, are set to alter the way consumers perceive and access vital information about the food they purchase.
A recent survey conducted by GlobalData, a leading data and analytics company, revealed a significant shift in consumer preferences towards transparency and traceability in food products.
Ramsey Baghdadi, a consumer analyst at GlobalData, emphasized the growing importance of trust in consumer choices and the need for brands to communicate clear details about the production journey, including origin and production methods.
The survey highlighted that over half of UK consumers (56%) expressed a keen interest in accessing information about the point of origin and sustainability via QR codes on packaging, reflecting a strong demand for more comprehensive and easily accessible product information.
Barclay’s proposed labeling policies are poised to be a boon for local manufacturers, with 38% of UK consumers expressing a preference for region/culture-specific products.
This move aligns with the UK government’s broader efforts to support farmers and promote fairness throughout the value chain.
However, while these measures may benefit local manufacturers, they may not provide a detailed enough narrative of the supply chain journey to significantly impact farmer sales.
Rise of QR codes and digital solutions
As consumer behaviors continue to evolve, digital solutions such as QR codes are gaining prominence as a preferred method for accessing detailed product information. Baghdadi emphasized the potential of digitized solutions to enhance transparency in the supply chain and build consumer-brand trust.
He suggested that brands leverage digital channels to communicate product information effectively, especially considering the widespread use of smartphones for pre-purchase information gathering.
While Barclay’s proposed labeling laws mark a positive step towards transparency, industry experts believe that further advancements in digital communication and information accessibility will be key to meeting evolving consumer expectations.
By embracing digitized solutions and leveraging modern technologies, brands can not only meet regulatory requirements but also build stronger connections with consumers based on trust and transparency.
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