95% of consumers want to know food’s country of origin

Some 95 per cent of consumers would like to see the country of origin listed on all grocery food and drink products, according to research to be released today by Love Irish Food, the body set up to encourage people to buy Irish-produced food and drink.

The survey of 1,000 people by Ignite Research also found that 11 per cent of respondents would not buy food and drink from Israel. When asked if there were countries from which they would not purchase food, 25 per cent said yes and of that group, 44 per cent cited Israel. Other countries were listed, but in much smaller numbers. They included China, Russia, the African continent, "countries with Ebola" and "where there is slave labour".

Growing demand

The findings highlight the growing demand from consumers to know where their food comes from. Apart from products such as beef and fish, there is no legislative requirement to show the country of origin on processed grocery foods, unless its absence might mislead consumers. However, many Irish products do highlight their provenance.

Love Irish Food director Kieran Rumley said shoppers were confronted with confusing information as they tried to buy Irish products. "Brands that sound like they are produced in Ireland using, for example, Irish family names or old Irish brands that were once produced here but are now imported, are causing confusion to Irish shoppers," he said. "Lyons Tea, Cully & Sully soups and HB ice cream are examples of products that some people believe are Irish-made."

Just 11 per cent of shoppers surveyed said the labelling of the country of origin on food was very clear, while 87 per cent said they tried to buy Irish products. Some 74 per cent said they made a deliberate effort to buy Love Irish Food-labelled products.

Greater clarity

More than 100 brands from over 70 companies carry the logo, including Glanbia, Britvic, Barry’s Tea and Cadbury.

Mr Rumley said the survey showed Irish shoppers were demanding greater clarity on labelling. Listing the country of origin “would give shoppers the information that they need to decide if they want to continue buying from that source”, he said.