COUNTRY
OF ORIGIN LABELLING
Country of origin food labelling is voluntary in New Zealand. This applies to both local and imported food goods.
Policy supports voluntary labelling, as a marketing tool, influenced by the market and consumer demand. It does not support a “one size fits all” approach to the issue.
Policy acknowledges the importance of food trade to the economy and seeks to not add cost unnecessarily to the consumer, or compromise trade interests. Policy recognises that certain industries, namely dairying and red meat exporters of commodity product, compete in an international environment where country of origin labelling could be use as a means to restrict market access.
Food labelling information in New Zealand is monitored by the Commerce Commission. Section 10 of the Food Act provides the mechanism for enforcement.
Current labelling legislation in New Zealand is governed by the Australian New Zealand Food Standards Code. Labels of all packaged food must include contact details for the producer or manufacturer.
Policy states that food labelling is not a food safety issue, as food safety is governed by the Food Act 1981, which requires all food sold in New Zealand to be fit for human consumption. Policy therefore views country of origin labelling strictly as a marketing tool, and a consumer choice.
Supporters of mandatory country of origin labelling in New Zealand include the horticulture industry and the pork industry. New Zealand’s largest exporter groups do not support a mandatory regime.
CoOL NZ maintain that mandatory country of origin labelling is not about buying local or food safety...but about choice for the consumer.
Increasingly, especially in differentiated, value-added, high-end markets, links between “provenance” (place of origin) and “sustainability” are tangible. A connection between product and place is an obvious trend in the global food market place.
New Zealand product such as lamb has always carried a premium in the UK market. Simply, stating a place of origin does not ensure quality. Premium priced products must create a premium taste experience. International food trends support this.
The economics of food production and retailing suggest that the market place responds quickly to consumer demand or profit and viability is threatened. The views and responses of the various primary industries within New Zealand mirror the demands of the segment of the consumer market that they occupy.
The wine industry of New Zealand is the only industry that is subject to mandatory country of origin labelling.
It is evident that the more highly differentiated a product is (such as Firstlight Foods wagyu or venison), the more demanding the consumer is. Country of origin labelling assists many products in “telling their story” and it performs a vital role in the marketing of the product. Price is not the main driver in this segment of the food market.
Commodity product (eg: milk-powder or beef in a pattie,) compete on quality for price and country of origin labelling is either a cost to be borne by the industry or the consumer.
While supporters of CoOL believe that current legislation does not support the rights of the consumer to choice, it is the view of current and historic policy makers in New Zealand that legislation, provides the consumer with the most choice. If the consumer chooses to demand country of origin labelling, the producer/and or marketer/and or retailer will respond – and the consumer will pay for it. If the consumer does not demand country of origin labelling, they don’t pay for it.
Under current legislation, food safety for the consumer is guaranteed. Any labelling claims must be able to be substantiated or prosecution results. Individual producer industries (except wine) are free to determine whether the marketing of New Zealand as the country of origin on labels has any economic benefit.
Country of origin food labelling is voluntary in New Zealand. This applies to both local and imported food goods.
Policy supports voluntary labelling, as a marketing tool, influenced by the market and consumer demand. It does not support a “one size fits all” approach to the issue.
Policy acknowledges the importance of food trade to the economy and seeks to not add cost unnecessarily to the consumer, or compromise trade interests. Policy recognises that certain industries, namely dairying and red meat exporters of commodity product, compete in an international environment where country of origin labelling could be use as a means to restrict market access.
Food labelling information in New Zealand is monitored by the Commerce Commission. Section 10 of the Food Act provides the mechanism for enforcement.
Current labelling legislation in New Zealand is governed by the Australian New Zealand Food Standards Code. Labels of all packaged food must include contact details for the producer or manufacturer.
Policy states that food labelling is not a food safety issue, as food safety is governed by the Food Act 1981, which requires all food sold in New Zealand to be fit for human consumption. Policy therefore views country of origin labelling strictly as a marketing tool, and a consumer choice.
Supporters of mandatory country of origin labelling in New Zealand include the horticulture industry and the pork industry. New Zealand’s largest exporter groups do not support a mandatory regime.
CoOL NZ maintain that mandatory country of origin labelling is not about buying local or food safety...but about choice for the consumer.
Increasingly, especially in differentiated, value-added, high-end markets, links between “provenance” (place of origin) and “sustainability” are tangible. A connection between product and place is an obvious trend in the global food market place.
New Zealand product such as lamb has always carried a premium in the UK market. Simply, stating a place of origin does not ensure quality. Premium priced products must create a premium taste experience. International food trends support this.
The economics of food production and retailing suggest that the market place responds quickly to consumer demand or profit and viability is threatened. The views and responses of the various primary industries within New Zealand mirror the demands of the segment of the consumer market that they occupy.
The wine industry of New Zealand is the only industry that is subject to mandatory country of origin labelling.
It is evident that the more highly differentiated a product is (such as Firstlight Foods wagyu or venison), the more demanding the consumer is. Country of origin labelling assists many products in “telling their story” and it performs a vital role in the marketing of the product. Price is not the main driver in this segment of the food market.
Commodity product (eg: milk-powder or beef in a pattie,) compete on quality for price and country of origin labelling is either a cost to be borne by the industry or the consumer.
While supporters of CoOL believe that current legislation does not support the rights of the consumer to choice, it is the view of current and historic policy makers in New Zealand that legislation, provides the consumer with the most choice. If the consumer chooses to demand country of origin labelling, the producer/and or marketer/and or retailer will respond – and the consumer will pay for it. If the consumer does not demand country of origin labelling, they don’t pay for it.
Under current legislation, food safety for the consumer is guaranteed. Any labelling claims must be able to be substantiated or prosecution results. Individual producer industries (except wine) are free to determine whether the marketing of New Zealand as the country of origin on labels has any economic benefit.
Resources to read
![](http://www.weebly.com/weebly/images/file_icons/pdf.png)
country_of_origin_labelling.pdf | |
File Size: | 102 kb |
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consumers_and_labelling.pdf | |
File Size: | 117 kb |
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product_of_new_zealand.pdf | |
File Size: | 111 kb |
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![](http://www.weebly.com/weebly/images/file_icons/rtf.png)
tracing_food_home.doc | |
File Size: | 31 kb |
File Type: | doc |