Nearly half of consumers questioned by NFU Scotland said they wanted a better understanding of where their food comes from
Only 41% of consumers in Scotland feel they have a fair or good understanding of how their food is grown and produced, a new NFU Scotland study has revealed.
In response to the findings, the union has demanded the Scottish Government demanding take action to implement fairer, clearer labelling on retail products in a bid to end ‘confusion and poor transparency' regarding the origin of produce.
According to the study, which was carried out by market research specialists Diffley Partnership, only 57% of consumers in Scotland think it is usually clear which country the food they buy comes from; and only 49% think information about the country of origin on display is adequate.
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A significant 82% of consumers in Scotland believe it is useful to have the Saltire clearly displayed on a food product's label, which compares with 77% who think likewise in respect of the UK flag.
NFU Scotland chief executive John Davidson said consumers were entitled to know the origin of the food they are buying to help them make informed choices.
"Our findings support a radical overhaul – led by Governments but also embraced by retailers – of the regulatory framework governing the rules around food labelling and we call on all Governments to act," he said.
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Key results from the survey showed the top three main reasons (ranked between 1 and 10 in importance) for buying produce is: quality, freshness and price. But six in 10 Scottish consumers said that country of origin was important, rating it at least seven or higher out of 10.
"Consumers across the UK, but especially in Scotland, are extremely supportive of local food producers and are willing to spend more to support this. This needs to be understood by the market in respect of their sourcing policies," Mr Davidson added.
