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Q. Why did the Meat and Livestock Commission introduce the Best Practice Guidelines?
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Q. Why are the Guidelines voluntary not mandatory?
How can you ensure that less scrupulous caterers will comply with it?
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Q. What are the cost implications of implementing the Best Practice Guidelines?
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Q. What are the implications for caterers who buy meat on price rather than country of origin?
They may be buying from several different countries - how are they supposed to include all this information on their menus?
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Q. How is it monitored and what measures for non-compliance have been introduced?
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Q. What is the definition of origin? Is it where the animal was born, reared or slaughtered?
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Q. Do the Guidelines apply to cooked meats, sandwiches and poultry as well?
And why not extend them to fruit and vegetables?
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Q. Surely you're just doing this to try and get more British meat on the menu?
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Why did the Meat and Livestock Commission introduce the Best Practice Guidelines?
The launch of the Guidelines followed independent research which revealed that consumers are unclear about the origin of meat served in the foodservice market. The findings indicated that two-thirds of consumers believe that the meat they are eating in the out-of-home market is British, when the reality is that penetration of home-produced meat in the total foodservice market is only around 38%.
Following a year-long period of consultation with industry, the MLC developed Best Practice Guidelines for labelling the origin of meat on menus. The Guidelines are designed to provide caterers with advice on how to notify consumers of their buying policy in the simplest possible terms, so that they do not inadvertently mislead customers.
Why are the Guidelines voluntary not mandatory? How can you ensure that less scrupulous caterers will comply with it?
The Meat and Livestock Commission is not in a position to enforce legislation upon caterers, and would not want to do so. Instead we are looking to build support for this initiative amongst the trade and ultimately to raise awareness and stimulate demand for menu transparency amongst consumers. Less scrupulous caterers will find that consumers will increasingly vote with their feet once menu transparency has been adopted by the majority as the norm.
What are the cost implications of implementing the Best Practice Guidelines?
Minimal costs will be incurred, principally associated with including country of origin details on packaging and invoice documents. Primary processors and wholesalers who do not currently operate their businesses with fully traceable supply chain systems in place are likely to be most affected, but they will ultimately benefit from investing in traceability schemes. Traceability back to your supplier of meat and forwards to commercial users of your products is already a legal requirement. For further information visit the Foods Standard Agency (FSA) website - www.foodstandards.gov.uk
What are the implications for caterers who buy meat on price rather than country of origin? They may be buying from several different countries - how are they supposed to include all this information on their menus?
The purpose of the Guidelines is to provide caterers with advice on how to notify consumers of their buying policy in the simplest possible terms, so that they do not inadvertently mislead customers. Caterers can choose just how much detail they include on menus (or even on posters or other point-of-sale material in the restaurant if preferred). Statements such as: 'We source our meat from around the world (Britain, Ireland, New Zealand and Argentina) to ensure we serve you with the best quality meals at affordable prices' or 'The meat served in this restaurant is of UK origin except where otherwise stated' are acceptable.
How is it monitored and what measures for non-compliance have been introduced?
The Trade Descriptions Act 1968 is in place to protect the public from false statements concerning goods, prices and services. It is an offence to provide misleading information about country of origin. Local Trading Standards authorities have statutory rights to enforce the provisions of this Act and the Act gives them power of entry, inspection and seizure to help them do so. They have similar authority under the Food Safety Act 1990, which also prohibits false or misleading advertising, labelling and presentation of food.
What is the definition of origin? Is it where the animal was born, reared or slaughtered?
The term 'origin' in this context, refers to where the animal has spent the majority of its life. Where appropriate, more than one country may be specified (for example where meats of different origins are used, or where an animal has spent approximately equal parts of its life in two countries). All reputable suppliers should be able to provide origin traceability documentation. Also, it is not enough to put the breed of the animal on the menu. If reference to the breed is included, this should still be supported with country of origin details. (For example, some consumers, and caterers, make the assumption that Aberdeen Angus beef is Scottish. While it may be from Scotland, it could also have originated from elsewhere, e.g. Argentina, Brazil, England or Ireland).
Do the Guidelines apply to cooked meats, sandwiches and poultry as well? And why not extend them to fruit and vegetables?
The Best Practice Guidelines on labelling origin of meat-based foods on foodservice menus apply to any meal or recipe concept (a 'dish') of which meat is a characterising ingredient. This includes any dish where the major prominent ingredient is meat or meat based (e.g. meat that has been cured, smoked or otherwise preserved). Poultry is included. The Guidelines have been introduced following research which has identified that the consumer would like to know the origin of meat when eating outof-home. The Guidelines do not have any terms that apply to fruit and vegetables.
Surely you're just doing this to try and get more British meat on the menu?
The reason for this initiative is to help consumers to make objective choices. It may be that the Best Practice Guidelines will result in an increase in the amount of home-grown meat being sold through the foodservice industry, which would of course be good news for farmers and meat processors in this country. Whatever the outcome though, we believe that consumers have a right to know the origin of the meat they are buying in a restaurant, in the same way that they do when shopping in a supermarket.
For further information on any aspect of the Best Practice Guidelines, please feel free to contact us.
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