Accurate labelling plays larger and larger role on Canadian produce
To date, the labelling that’s been done in one Canadian province, Ontario, goes back a ways before this consumer trend in wanting to know more about where food comes from emerged. “Some of that technology goes back beyond the concept of traceability and identifying product based on suppliers, etc. even existed,” says Richard Lee of the Leamington, Ont.-based Ontario Greenhouse Vegetable Growers. “In a lot of cases, they’re pioneers on it for our sector. They’ve identified new ways of labelling their product for different reasons from identity to traceability to being able to them inform the consumer as an education piece. They also understand what kinds of marketing advantages they can gain through them are.”
Those advantages can include everything from identifying products grown organically, non-GMO (non-genetically modified organisms), produced locally and more. “It’s brand awareness,” says Lee. “People associate brands with certain features of that product.”
GMO labelled?
In fact, GMO labelling is one of the more common labelling issues that comes up, notes Lee. “Consumers aren’t well educated and aware of the differences of the differences between GMO and non-GMO products. And they’ll go back to conventional packaging to avoid any of the GMO/non-GMO labelling. Sometimes GMO or non-GMO labelling actually scares consumers,” he says.
Along with properly labelling growing locations, organics is another key label adding to the marketability of a product. “Sometimes people can’t justify the value of the product,” says Lee. “And that cost of growing that product is usually passed onto the consumer.”
Safety is of course another key reason labelling standards need stringency should a food recall arise. “We’ve engaged in a platform which required all people be able to track back who provided the produce,” Lee says. “So we can identify each individual piece of produce and oftentimes it’s a unique code that can only be deciphered by the grower or marketer.”
Global label perspective
That unique offering is what sets the province apart, believes Lee, from not only other provinces but other countries. “We’re now investing in new markets in Asia and it’s very interesting in labelling,” he says. “Labelling is not at the front of their requirements and its not important to the consumer. Also with the Asian markets there can be a lot of contamination in the domestic product. The amount of detail on the labelling is very minimal.”
Technological boost
Looking ahead, Lee sees that labelling will continue to be as pressing an issue, not only thanks to consumers wanting to know where their product comes from, but also because the technology allowing them to find that out is evolving. “I’ve seen it happen where you can scan a product with your Smartphone and identify who picked your product from which farm, the story about the person, when it was picked and more,” Lee says. “With the change in technology and the potential of coding produce digitally (i.e. ‘tattooing’ or magnetic coding a product that won’t cause harm with consumption) the options are endless. On some cellophane wrap on English cucumbers, we’re able to LaserJet a code on there. To the naked eye, you couldn’t see it unless you’re looking for it. But that sticker actually holds a whole host of information.”
For more information:
Richard Lee
Ontario Greenhouse Vegetable Growers
Tel: +1-519-326-2604
lee@ogvg.com
http://ogvg.com/