A new investigation by consumer group Which? has revealed widespread misleading or absent country-of-origin labelling on supermarket food, confusing shoppers who want to know where their groceries come from.
Researchers found that loose cauliflowers, red cabbage, courgettes, and onions at Sainsbury's, along with peppers, melons, and mangoes at Asda and spring onions at Aldi, had no visible origin information on shelves or products. At an Aldi store, tomatoes from Morocco, parsley from Italy, and sweet mini peppers from Spain were displayed under a Union Jack banner reading 'Championing Great British Quality'. At one Asda, cauliflowers labelled with a Union Jack on the shelf tag were actually from Spain.
Which? also highlighted vague labels such as Lidl's sausage rolls containing 'UK and non-UK pork' and Iceland's gammon joints with pork of 'EU and non-EU origin'. Aldi's Crestwood bacon and cheese wraps had Union Jacks and 'Made in Britain' claims on the front, while the back stated the pork came from the EU.
A survey of over 2,000 UK consumers found only 51% find current origin information helpful. Two-thirds of shoppers are more likely to buy products branded 'British', and 72% consider it important to know the origins of fresh meat. Which? has called for an overhaul of labelling rules and will present its findings to the Department for Environment, Food and Rural Affairs.
