Denney-Finch calls for "revolution" in food traceability and transparency

Joanne Denney-Finch - image:IGD
Joanne Denney-Finch - image:IGD

IGD chief executive Joanne Denney-Finch used the food industry body's convention to call yesterday (8 October) for a "revolution in transparency and traceability" to build consumer trust in food.

"It won’t be easy and it will take time, but it’s the biggest opportunity of a generation," she told the audience of 650 industry delegates.

IGD's ShopperVista research released at the event showed that 56 per cent of shoppers – up from 34 per cent in 2011 – want to know more about where their food comes from. Currently only 12 per cent feel they know "quite a lot" about the origin of their food.

"We have a great opportunity to close that gap," Denney-Finch said. "People’s expectations are already high. Eight in ten shoppers believe that food and grocery companies should know where every single ingredient comes from."

She pointed out that a number of recent TV programmes have added to the scrutiny under which food and farming is now under, while web-based applications keep consumers better informed than ever before.

And she warned: "If competition ends up making life more complicated for shoppers, with ever more logos, standards, claims, counter-claims, then we will all have failed. We have to find points of collaboration to keep the system simple."

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