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Be clear with claims: editor’s rant

Yes I'm a proud advocate for Australia's food manufacturing industry, but first and foremost I'm a consumer. We all are.

Don't get me wrong, I love my job. I love coming to work every day and learning about all the new and innovative ways our food manufacturers are doing business.

I love reporting on – as cliche as it sounds – what really matters to you guys. I love talking to you and trying to understand your struggles, and advocating for the reforms you say you need to ensure the longevity of your business and the industry.

BUT, before I was a journalist and before I was editor of Food mag, I was a consumer, and obviously I still am – albeit a much more discerning one.

I'm not a vegetarian – in fact I'll pretty much eat anything, but I try to buy and eat as ethically and healthily as possible. It's a personal choice and it's certainly not an easy one.

The plethora of labels and marketing tools out there which are either straight-up misleading or at the very least sneaky, mean consumers like myself aren't always buying what they think they are.

Australian shoppers are a savvy bunch and are increasingly aware of the regulation, or lack thereof, surrounding marketing claims such as 'organic' and 'free range.'

My point is this: be honest. Don't blur the truth. Coles – don't insult your customer base by telling them it's wrong to assume that 'baked fresh' means 'made from scratch.' Water cannot be organic, so don't say it is. Breakfast drinks actually have to be 'high' in something, whether it be protein or fibre, in order to promote it that way, and a chicken needs more than an A4-sized piece of land to run around on in order to be labelled as (and priced as) 'free range.'

This year has seen a number of food and beverage brands named and shamed for leading consumers astray. More stringent regulations are no doubt on their way, but manufacturers should fear more than just a hefty fine.

Yes, Australian consumers are a loyal bunch, they also don't forget easily. When news gets out that the wool has been pulled over their eyes and their 'light' microwavable meal is in fact packed with sugar, salt and perhaps even kilojoules, they'll walk away from the brand and won't look back.

So be warned – tell the truth. It's for your own good.

 

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