Today, the Real Bread Campaign renewed its demand for an Honest Crust Act to protect shoppers from the risk of being misled when they buy a loaf, one of the most important staple foods in the British diet.
The call comes in response to the publication yesterday (12 June) of the government’s draft guidance to the new Food Information Regulations 2014.
Campaign coordinator Chris Young said: “We believe that the government has missed a golden opportunity to improve customer protection. Shoppers have the right to make fully-informed choices about the loaves they buy, but despite DEFRA giving the food labelling rule book a full overhaul, what we see as gaping loopholes have been left open. At least we have the small victory that bread manufacturers must at last declare on loaf labels the token nutrients added to most flour.”
The Real Bread Campaign’s key concerns around loaf labelling and marketing are that the new rules will mean that:
One effect of this information being withheld from shoppers is the risk that they mistakenly make like-for-like comparisons between such loaves and Real Bread from local bakeries, unaware of these important differences.
Chris Young added, “Surely the government could have gone a lot further than the basic EU requirements to protect not only shoppers, but also the small, local, independent Real Bread bakeries that are helping to revive our high streets and providing more skilled craft baking jobs per loaf.”
To protect the rights of shoppers to be able to make fully-informed choices, the Real Bread Campaign calls for an Honest Crust Act that will require:
In the meantime, the Campaign calls upon all bakers and retailers to adopt these policies and practices voluntarily.
A few more crumbs...
The Real Bread Campaign is part of the food and farming charity Sustain: the alliance for better food and farming. Its mission is to find and share ways to make bread better for us, better for our communities and better for the planet.
As such, the Campaign relies upon supporter fees and public donations to continue its work leading the rise of Real Bread in Britain.
Real Bread Campaign is open to everyone – you don’t have to be a baker to join us! The Campaign’s mutually-supportive network helps bring together bakers and everyone else who loves the real thing, and questions what hidden costs might lie behind industrial alternatives. Originally aimed at the breadheads of Britain, since 2009 the Campaign has attracted more than 2000 paying supporters in over 20 countries.
Other Real Bread Campaign initiatives include:
Real Bread Campaign
Real Bread Campaign: The Real Bread Campaign finds and shares ways to make bread better for us, better for our communities and better for the planet. Whether your interest is local food, community-focussed small enterprises, honest labelling, therapeutic baking, or simply tasty toast, everyone is invited to become a Campaign supporter.
A quick roundup of news received recently at Real Bread Campaign HQ.
Real Bread Campaign ambassador Ian Waterland is calling on fellow Real Bread bakers worldwide to...
Twenty of the county winners in the inaugural National Bakery Awards bake Real Bread.
A decade after the Campaign began lobbying the UK government to make full ingredient labelling...
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On Saturday 27 April, 114 community food gardens across the UK welcomed over 2,000 people to...
On Monday 29th April the All Party Parliamentary Group (APPG) on Agroecology hosted a meeting on...
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Sustain advocates food and agriculture policies and practices that enhance the health and welfare of people and animals, improve the working and living environment, promote equity and enrich society and culture.