28/01/2011image expired

Council trading standards agencies have discovered a host of falsely labelled ‘local’ foods in an investigation into claims made by restaurants, shops, markets and manufacturers in response to increased demand for local produce.

Council food enforcement officers conducted the investigation; inspectors visited over 300 premises across England and Wales where food is either on sale or being manufactured to ensure customers are not being misled. Their findings revealed that at least 18% of the claims were undoubtedly false and a further 14% were unverifiable and therefore assumed false. Restaurants were found to be the main offender, with 19% of restaurant descriptions found to be misleading.

In total, 558 products (65% from restaurants, 23% from retail shops and 12% from manufacturers and other) labelled as `local’ were investigated; many cases required further documentary confirmation. 

Meat and dairy were most commonly misleadingly labelled, after an increase in public awareness has led to support for farmers. Poultry was most commonly mislabelled; 50% of claims that poultry was local were discovered to be false. Other falsehoods included ‘Yorkshire’ chillies used in sausages that were in fact purchased form supermarket, ‘local’ ice cream that was revealed to be Carte D’or, and a cream substitute made from vegetable fats masquerading as 'fresh local cream'.

Local Government Regulation Chair Councillor Paul Bettison, said of the findings, “To have around a third of all items investigated turn out to be false or potentially false is extremely worrying.  Councils are working with businesses to make sure consumers have the information they need and that they are not being ripped off. Many people want to support local businesses or choose food that has not travelled from the other side of the world, so it is vital that they have accurate information to help them make their choices.”

LGR officers recommend clear definition of 'local'

UK shoppers have a clear desire to support local producers; a recent survey revealed that 70% of people questioned wanted to buy local food and 60% said they were currently buying local. Those questioned gave their principal reason for choosing local produce as supporting local producers.

However, there is currently no universal definition of ‘local’, Councillor Bettision said he believes this “isn’t acceptable” and elucidated that, “Defra and the food industry must agree the definition of `local’.  Whether it is food manufactured within the county or within a 30 mile radius, any agreement would certainly help protect consumers.”

The Food Law Practice Guidelines, used by the Food Standards Agency, states that local and localised should mean: "Sales within the supplying establishment's own county plus the greater of either the neighbouring county or counties or 30 miles/50 kilometres from the boundary of the supplying establishment's county."

Investigators involved in the study have recommended that a clear universal definition of ‘local’ be adopted, they state that ambiguous terms such as ‘locally sourced’ or ‘from local suppliers’, and caveats such as 'local food used where available', detract from the concept of local food as they may be used for food that does not come form local growers or farmers and therefore mislead the public.