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Labelling the origin of meat on menus
Draft for industry consultation
Preface
" Transparency of origin for meat is now widespread
in the retail sector, driven by consumer preference and regulation.
But independent research points to consumers making wrong assumptions
about the meat they eat, when they are having a meal out of the home.
British consumers tend to assume it is British, when in fact, in the
majority of cases, this is not so. Research also suggests that consumers
would like to be told where their meat comes from when they are in
a restaurant or canteen.
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Qualitative and quantitative opinion surveys also show that the public
sees benefits to rural areas and to farming as a whole, if the issue
of transparency is properly addressed in the foodservice sector.
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To close this gap, the Meat & Livestock Commission is proposing the
adoption of a voluntary code of practice by all of those whom form part
of the foodservice sector.
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It has been developed by the MLC, mindful of its duty
to improve the efficiency of the British meat and livestock industry
having regard to the interests of consumers.
The code is designed to be as simple as possible to follow, and to
be capable of implementation in an unfussy and practical way, which
can be achieved without undue burden to the industry. It is also designed
to provide consumers with the information they say they want to help
them express their preferences through informed menu choices.
Our goal now is to conduct a full consultation exercise with consumers,
government, industry and other interested parties and individual businesses.
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On completion of the consultation exercise, all relevant views will be taken
into account by the MLC, before it is promoted to the widest possible audience,
working with appropriate partners in the government and private sectors.
The Commission is convinced that a voluntary code of practice is the way
ahead, and I commend it to all our stakeholders. "
Peter Barr
MLC Chairman
Click here to read the draft.
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