COOLing on mandatory origin labelling – Part 2 – Report published also on milk and other kinds of meat

In this report is considered milk and milk as ingredients in dairy products. The types of meat concerned are fresh and frozen meat from horses, rabbits, reindeer and deer, from farmed and wild game, as well from birds other than chicken, turkey, ducks, geese and guinea fowls.

Also in this case, the most recommended option is voluntary labelling.

Here’s the conclusions of the report:

“Currently for the foods under the remit of this report consumers may, if they so wish, opt for milk or meat products where origin information is voluntarily provided for by food business operators. This can be a suitable option without imposing additional burden on the industry and the authorities. Mandatory origin labelling would entail higher regulatory burden for most of the products assessed in the report and therefore, the question at stake is to assess whether the balance between costs and benefits is such that it would justify its mandatory indication.

Additional findings that emerge from this report are that:

– In spite of a consumers’ interest for the origin of milk, milk used as an ingredient in dairy products and for meats under the remit of this report, consumers’ overall willingness to pay for this information appears to be modest.

– When mandatory origin labelling scenarios are considered, consumers seem to express preference for this indication to be made at Member State’s level.

– Although the cost of labelling the origin of milk could be generally modest, its impact among operators will be uneven with some of them having to introduce additional traceability systems with substantial increases of costs, particularly those located in border regions or in areas non-self-sufficient in milk.

– The study shows that the mandatory origin labelling of milk used as an ingredient in dairy products can result in adverse economic impacts, further 14 traceability requirements and would be burdensome for highly processed products.

– There will be additional operational costs to impose mandatory origin labelling for the meats under the remit of this report.”

As often in these cases we face the so called “consumer’s paradox”: they want more and more information, but they are not ready to pay more for having them…

(Source: DG Agri website)