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SUMMER SCHOOL 2014 THE FUTURE IS FOOD THE ARTISAN AND THE CONSUMER, GETTING THE MESSAGE ACROSS Raymond O’ Rourke, Food & Consumer Lawyer, Member of the.

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Presentation on theme: "SUMMER SCHOOL 2014 THE FUTURE IS FOOD THE ARTISAN AND THE CONSUMER, GETTING THE MESSAGE ACROSS Raymond O’ Rourke, Food & Consumer Lawyer, Member of the."— Presentation transcript:

1 SUMMER SCHOOL 2014 THE FUTURE IS FOOD THE ARTISAN AND THE CONSUMER, GETTING THE MESSAGE ACROSS Raymond O’ Rourke, Food & Consumer Lawyer, Member of the TASTE Council 1

2 2 Food Label – major way of getting message across ??

3 FOOD LABELLING 3 Mandatory items on a Food Label – name, ingredients, QUID, allergens, best before date Principal behind food labelling rules – must not mislead the consumer: “ as to characteristics of the food and in particular, as to its nature, identity, properties, composition, quantity, durability, country of origin or place of provenance, method of manufacture or production” Many of mandatory items on a food label have a food safety dimension – food hygiene etc Taste Council want to highlight these other issues so important for Irish artisan food products – a case of fraudulent information

4 4 How can the LABEL further assist in promoting Irish Artisan, Traditional & Specialty Food ??

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6 COUNTRY OF ORIGIN LABELLING 6 Mandatory Origin Labelling – Beef or if consumer would be mislead without such information Irish Government (2007) – notified to European Commission, draft regulations requiring country of origin labelling on pigmeat, poultry and sheepmeat - Commission rejected draft regulations (March 2008) EU Regulation 1169/2011 on the Provision of Food Information to Consumers – mandatory country of origin labelling part of the new rules

7 COUNTRY OF ORIGIN LABELLING 7 Country of origin will become mandatory for – lamb, pork, goat, chicken Country of origin labelling for meat used as an ingredient – Commission said no need for it even after the horsemeat crisis ?? More analysis being completed on its introduction. Already countries like France have introduced national rules for such labelling – why not Ireland ?? Senator Feargal Quinn has Food Provenance Bill before Seanad – introducing such mandatory origin labelling – why doesn’t the Government take on board the content of the Bill rather than waiting for Europe – good for consumers as well as Irish food producers.

8 COUNTRY OF ORIGIN LABELLING 8

9 9 Irish Government can then spend its time in Europe arguing over the issue of ‘substantial transformation’ – more and more important with the possibility of an EU-Mercosur Trade Agreement. We cannot allow a situation where foreign beef, lamb, chicken can be imported and processed into a food product which is then labeled as ‘Irish Beef, Irish Lamb, Irish Chicken’

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12 USE OF TERMS ‘artisan’ ‘farmhouse’, ‘natural’ etc 12 Terms used in marketing terms by food companies to enhance the consumers view of the nature of the food product – but in many cases the use of such term is ‘misleading’ ‘natural’ defined following Supreme Court case & legislation & court cases for the use of terms such as ‘fresh’, traditional’ & ‘mountain’ Food Standards Agency Guidelines establishing criteria for the use of the terms ‘fresh’, ‘natural’, ‘pure’, ‘traditional’, ‘original’ ‘authentic',' home made’, ‘farmhouse’ No specific legislation or guidelines as so many Italian products have PDO/PGI status or national or regional denomination of origin

13 USE OF TERMS ‘artisan’, ‘farmhouse’, ‘natural’ etc 13 ‘Artisan’ – it is a term that is popping-up on all sorts of products – everything from Starbucks Artisan Breakfast Sandwiches to Domino’s Artisan Pizza – means absolutely nothing !!!! Datamonitor (UK) found that in the past 5 years a whopping 800 new food products had emerged on the market bearing ‘artisan’ labels

14 14 FSAI in conjunction with Taste Council and other stakeholders have drafted a Code of Practice on the Use of Food Marketing Terms Artisan/Artisanal Farmhouse Traditional Natural Great initiative – Ireland will be the only country in the EU to define the term ‘artisan/artisanal’ – Taste Council believe this is a chance for Irish Government/Bord Bia to further promote the Irish Artisan sector USE OF TERMS ‘artisan’, ‘farmhouse’, ‘natural’ etc

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16 PROVENANCE - PDOs/PGIs EP & Council Regulation 1151/2012 on Quality Schemes for Agricultural Products & Foodstuffs = PDOs and PGIs = Geographical indications = identifying products as originating in a territory where a given quality, reputation or other characteristic of the product is essentially attributable to its geographical origin

17 PRODUCTS COVERED Bakery/pastry Table olives Beer Oil/fats Fruit/vegetables/cereals Cheese Livestock/animal products

18 DISTRIBUTION OF PDOs/PGIs/TSGs by MEMBER STATE Italy 265Austria 14 France 217Hungary 14 Spain 194Finland 10 Portugal 125Sweden 7 Greece 101Ireland 5 Germany 78Lux 4 UK 57Cyprus 2 Poland 36 Czech Rep 33 Slovenia 20 Belgium 15 Slovakia 15

19 PDOs/PGIs - Application name description of the product definition of the geographical area evidence that the product originates in the geographical area method of obtaining the product link with the geographical area inspection structure specific labelling details (PDO or PGI logos) “generic” names cannot be registered – e.g. cheddar Once a name is registered, any producer in the geographical area may start producing if he respects the specification and is controlled.

20 Legal protection and copyright against counterfeit products in Europe. Provides consumers with assurance on quality and origin. Adds to brand personality and heritage creating a point of difference. Prestige associated with on-pack logo helps premium price positioning. Designations provides scope to extend reach to export markets. MAIN BENEFITS TO PRODUCERS OF PDO/PGI SCHEMES

21 Main Difficulties for PDOs/PGIs in Ireland Time and effort required to undertake registration process can be cumbersome Need for Producer Group to make application Production costs can increase to meet higher technical and quality standards Producers find it hard to see any marketing benefit especially when so few Irish consumers know of the schemes HARVEST 2020 – dedicated unit in Department of Agriculture to assist with applications – recent success with Waterford Blaa & others in the pipeline

22 PROVENANCE - PDOs/PGIs Hungary - Traditions – Tastes – Regions (in abbreviated form HÍR) was a national initiative aiming to identify and assemble traditional Hungarian and regional foodstuffs – in total 300 foodstuffs registered – some became PDOs/PGIs. Slovenia & Czech Republic has similar Initiatives PDO-PGI Spain-France campaign – co-financed by the EU - promotes seven PDOs/PGIs

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24 LOCAL FOOD Traditional means of selling food via markets – ‘farm-gate’ Over 150 farmers markets established round the country and many now aligned with Good Practice Standard for Farmers Markets. Huge popularity with consumers while assisting in maintaining vibrant rural communities and most importantly a local “food culture” Labelling legislation permits enforcement in a flexible fashion for non packed products at markets – its an issue for Member States – information on certain items via blackboards without compromising food Safety – also ‘flexibility’ clause in EU food hygiene legisaltion

25 LOCAL FOOD Tourism Ireland – great work publicising food festivals, food trails – the Wild Atlantic Way Buying local as demonstrated in Good Food Ireland-Grant Thornton Reports sustains local economies & adds to food tourism

26 LOCAL FOOD BIG ISSUE – is local food being sold in the big Retail Multiples – there has been a lot of progress but more could be done 75% of food products sold by Carrefour come from local suppliers Ireland – we need to get retail multiples to agree similar % of food Products coming from local Irish suppliers – if it can be done with a French retailer it should be able to do something similar with retailers in Ireland

27 TASTE COUNCIL RECOMMENDATIONS Country of Origin labelling – introduce Irish rules immediately – argue for a definition of ‘substantial transformation’ at EU level Bord Bia to use the fact that Ireland is the only EU country to define the term ‘artisan’ as a means of marketing Irish artisan sector PDOs/PGIs – support Dept of Agriculture’s efforts for more Irish applications as recommended in Harvest 2020 – look at compiling inventory of Irish regional foods + marketing Irish PDOs/PGIs with UK PDOs/PGIs in UK supermarkets as like in France & Spain Local Food – support flexible enforcement of labelling legislation at farmers markets, without compromising food safety + look at getting the multiples to sign on to a % of food products sold coming from local suppliers


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