News Real Bread Campaign

Shoppers being misled by labels claim food is 'artisanal' or homemade

Sustain's calls for an Honest Crust Act gets further creedence in a new report covered in the Guardian.

Commenting on the new report from BUEC (European Consumer Organisation) Food labes: Tricks of the Trade, in today's Guardian, Ben Reynolds, deputy chief executive of the charity Sustain in the UK, said: “We know that consumers in this country are being conned by phony products, and as a nation getting nowhere near its five a day, exaggerated claims about fruit or veg content are deeply irresponsible,” 

“Vague marketing terms like ‘artisanal’ and ‘farmhouse’ fool us into thinking we’re buying higher quality products and we’re routinely charged more for the privilege.

“Our research has revealed that UK supermarkets routinely flout the law and sell ‘wholemeal’ bread (which should have 100% wholemeal flour) made with refined flour which is cheaper and less good for you, and that ‘wholegrain’ lacks any legal definition. That’s why we’re calling for an Honest Crust Act, which would legally define these marketing terms and require supermarkets to print a full list of ingredients.

“This report highlights the need to have a national debate about food labelling before we leave the EU. Brexit represents an opportunity for us to design and enforce our own regulations on food labelling, protect UK consumers and make it easier to make healthy choices.”

The report is available here.

Sustain is campaigning for an Honest Crust Act.

Published Thursday 14 June 2018

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.

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