Review of Food Labelling Law: All claims on labels must hold up under scrutiny
Freedom of choice is the right of each and every consumer. Being able to make an informed choice is especially important.
The meaning of the word freedom, when used as a descriptor for the farming of pigs, is some what blurred by the lack of a legal definition for the term ‘free range’.
Dictionaries define ‘free range’, the Australian pork industry describes it (www.aussiepigfarmers.com.au) yet, we cannot trust that the words have anything to do with freedom when it comes to product labelling. The term ‘free range’ is not regulated by industry or defined by law, therefore, pork producers and processors have liberty when it comes to marketing their product.
A multitude of terms, designed to appeal to a new category of consumers seeking meat grown in a healthier, welfare friendly conditions of farming prevail. These include: free range bred, bred free range, all natural, barn raised, eco shelter housing, deep litter housing, open range, organic and free range. All these terms prey on the ill informed public in the hands of unprincipled marketers.
“As a free range pig farmer myself, I can assure you that the differences between genuine free range production and any other system are vast. Free range for us means just that, free to range. For our farm it also means freedom from the burden of disease and the need for antibiotics as part of our production routine. A free range farm also negates the need for mutilations like teeth clipping and tail docking that have become common practice in factory farming,” said President of the Free Range Pork Farmers Association, Lee McCosker.
“If the consumer makes a choice to purchase meat for ethical or health reasons they have the right to be able to trust the label on that product. If a farmer makes the choice to satisfy the demand for such meat, they too should have the right to be able to sell without being undermined by lower cost imitations.”
A current survey, carried out by the Humane Society International, clearly demonstrates that consumers want more from their product labels. While 98.3% of respondents believe that full and adequate labelling is every consumers right, only 7.4% believe that current labels give enough information to allow them to make informed purchasing decisions.
The Free Range Pork Farmers Association would like to see terms used to describe farming methods for meat products addressed at FSANZ’s upcoming food labelling law and policy review.
“In the interest of simplicity, uniformity and the least burden to industry, we are suggesting that the pork, chicken and egg industries adopt the same descriptions with the terms to be defined in legislation” says Ms McCosker.
“These terms, free range, barn raised and caged, are already in use, well accepted by consumers and aptly describe production systems in use in all three industries”.
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