Defra to crackdown on misleading labelling

A NEW code of practice for labelling pork products is to be drawn up by Defra, putting an end to misleading claims over so-called ‘British’ meat.

The voluntary code is being drawn up following consultation with producers, processors and major retailers and will see retailers and processors clearly display the origin of the pork on the front of packets.

It will put an end to ambiguous labelling such as ‘produced in Britain’ where imported meat is processed here and subsequently sold as a British product.

The code is expected to come into force on February 1 next year, and will mean pork products labelled ‘British’ will have to be produced from animals born, reared and slaughtered in Britain.

Announcing the new code at the launch of Defra’s Christmas market in New Covent Garden, London today (Thursday, December 10), farming Minister Jim Fitzpatrick said the move was ‘great news’ for consumers and the supply chain as a whole.

He said: “It means that if you buy bacon or sausages from a retailer who’s signed up to the code then you’ll know exactly where the meat has come from.

“It’s also helpful for the supply chain from farm to fork, because there will be consistent definitions which the industry can use.”

The code is being established following meetings of Defra’s Pig Meat Supply Chain Task Force, which brings together representatives from across the supply chain.

All members of the group have signed up to the new code, including major retailers Asda, Tesco, Morrisons and Sainsbury’s as well as processors Cranswick, Vion and Tulip.

Welcoming the announcement, Mick Sloyan, chief executive of British Pig Executive (Bpex) said: “This is a very significant step forward by all elements of the pig meat supply chain to provide consumers with even greater confidence in what they purchase.

“BPEX has long championed the need for unambiguous consumer choice. This voluntary code will reassure consumers that, when they buy British pork products, they will have been produced to our high welfare and exacting quality standards.”

The Task ForceThe Pig Meat Supply chain task force, which has set up the code is made up of the following members:

• Stewart Houston, Chairman of the National Pig Association (NPA)
• Barney Kay, NPA General Manager
• Richard Lister, producer and Chairman of the NPA Producer Group
• John Hughes of Tulip
• Bill Thurston of Vion
• Adrian Dowling of Bowes of Norfolk
• Bernard Hoggarth of Cranswick
• Simon Galkoff of Whitbread
• Nick Scrase from Asda
• Simon Twigger from Sainsbury’s
• Colin Holmes from Tesco
• Andrew Thornber from Morrisons
• Jan Anderson of Yorkshire Forward
• Trisha Henton from the Environment Agency
• Susan Knox representing consumer bodies
• Mike Hanson of Baxter Store

11 December 2009