Did you know there are strict rules for labelling foods as ‘fresh’, ‘natural’ or ‘pure’? And of course there are certification bodies to ensure ‘organic’ is… well… organic. But did you know that ‘local’ is completely unregulated?
This might come as a bit of a blow to those busy stocking up on local foods, but aside from farmers’ markets which might impose their own rules, the claim seems woefully open to abuse.
Tesco’s well-documented foray into local milk which drew controversial headlines a couple of years ago first highlighted the issue, but despite this, Kantar says sales of local food grew by around 45% in the last year, kicking organic into touch with a decline of 7%.
Now one theory why local, and in fact Fairtrade as well, are rising, while organic is languishing, is the lack of clarity around what organic actually delivers. After all, it claims a plethora of benefits from better welfare to ethics to additive-free. By comparison, single issue labels probably seem refreshingly simple. But that can only continue as long as they really do deliver their perceived advantage.
It’s great to have more brands, more labels and more points of difference in food. It promotes consumer choice and allows farmers to add value. But for the sake of ensuring ‘local’ retains its strong and attractive position, shouldn’t it be afforded the same regulatory protection as ‘farmhouse’, ‘original’, ‘natural’ and ‘handmade’?
