Consumers clearly have an appetite for more information about the food they’re putting in their mouths. But rather than getting hung up on Country of Origin Labelling (CoOL) we’d be better off pushing for Truth of Labelling.
It’s hardly surprising that people are confused, even angry, when they learn, for example, that pork products they pick up in the supermarket labelled ‘Manufactured in NZ’ may well be meat imported from Spain, Canada or the USA, and re-processed here into bacon, sausages and small-goods.
If we want to do something about that sort of misleading labelling . . .