Customers ‘misled’ by natural labelling

2021-07-22 19:10:00

Australia’s peak natural produce physique has referred to as for obligatory certification marks on all natural merchandise in a bid to construct shopper belief.

It comes after new analysis by Australian Natural Restricted revealed 31 per cent of consumers believed they’d been misled by natural labelling.

AOL chief govt Niki Ford mentioned stamping simply recognisable logos on natural packaging would enhance shopper confidence.

“Our analysis highlights 59 per cent of consumers are searching for certification logos when studying a product’s labelling,” Ms Ford mentioned.

Australian Organic Limited chief executive Niki Ford.
Digital camera IconAustralian Natural Restricted chief govt Niki Ford. Credit score: Australian Natural Restricted

“Guaranteeing all natural merchandise are licensed and labelled with a compulsory emblem will take away any confusion and assist clearly signpost the natural merchandise within the market.

“Clients will be capable to see these logos and immediately have peace of thoughts their buy is an genuine, and licensed, natural product.”

Ms Ford — who sits on the Division of Agriculture, Water and Atmosphere’s Organics Business Advisory Group — mentioned the natural trade contributed greater than $2 billion to the Australian economic system, with widespread predictions of development for home and worldwide markets.

Based on AOL’s analysis, the findings of which had been contained within the Australian Natural Market Report 2021, greater than 60 per cent of Australian shoppers recognised the Australian Natural “bud” emblem.

Ms Ford mentioned this indicated the emblem supplied the belief shoppers had been searching for, including that now was the time for the trade to unite behind cohesive labelling to unlock new markets.

“I imagine widespread sense will prevail and a compulsory commonplace to be used of the phrase ‘natural’ will probably be established as, though our trade is prospering, this can be a step that’s properly overdue,” she mentioned.

“Australia is among the solely developed nations with no obligatory nationwide commonplace.

“Our affluent trade is competing on a world stage, so it’s crucial we now have one image, the bud, to resonate with shoppers.”

The transfer has been backed by Queensland horticulture producer the McMahon Bros Orchards, who’ve used the label on their natural fruit for greater than 20 years.

Paul McMahon, whose household’s 323ha enterprise is positioned about 250km south west of Brisbane at Stanthorpe, mentioned the emblem assured shoppers they had been shopping for the true deal.

“I feel it’s one of the simplest ways for our trade to speak with our shoppers that our merchandise are accredited to the best commonplace,” he mentioned.

#Customers #misled #natural #labelling

Supply by []