Scottish Government

Tender Reference: RERAD/019/08

Alan Lyne ¹, Sam Beechener ¹, Mark Holmes ¹, Angela Tregear ², Julia Wyatt ¹ & Karen Wheeler ¹
Assisted by: Nerys Davies ¹, Deborah Hare ¹, Bernard Griffiths ¹, Odelle Walker ¹ & Michelle Werrett ¹

Scottish Government Social Research 2009

ISBN 978 0 7559 9039 9 (Web only publication)

This document is also available in pdf format (545k)

Contents

1. EXECUTIVE SUMMARY
Introduction
Statutory controls on labelling
Findings from survey of industry practice in Scotland
Findings from literature review of consumer awareness and understanding
International practice
Key Recommendations

2.INTRODUCTION
Objectives
Background to the Scottish Food and Drink Industry

3.OBJECTIVE (i) TO SET OUT THE STATUTORY REGIME WITHIN SCOTLAND, THE UK AND EU FOR PRODUCT ORIGIN LABELLING AND HEALTH CLAIMS
Product Origin
The EU Protected Food Name Scheme ( PFN)
Place of Origin
Planned future changes
Enforcement of Labelling Regulations
Nutrition Labelling and Health Claims
Quality and Sustainability
Food Assurance Schemes

4. OBJECTIVE (ii) TO INVESTIGATE INDUSTRY PRACTICE BEHIND 'SCOTTISH' LABELLING AND BRANDING INITIATIVES
Survey of Scottish food and drink businesses
Multiple Retailers
Food Service Companies
Consumer Focus Scotland report (November 2008)

5.OBJECTIVE (iii) TO REVIEW EVIDENCE ON CONSUMER UNDERSTANDING AND AWARENESS OF 'SCOTTISH' LABELLING AND BRANDING
Introduction
How Origin Labelling Influences Consumer Choice
Types of Consumer Response to Origin Labelling

6.OBJECTIVE (iv) TO IDENTIFY CURRENT PRACTICE INTERNATIONALLY WITH REGARD TO NATIONAL ORIGIN LABELLING SCHEMES
European Union
Label Rouge - Example of the Development of a PGI with Government Support
Catalonia
Switzerland
Australia - "Australia Made, Australia Grown"
New Zealand
United States of America

7.OBJECTIVE (v): TO CONSIDER THE NEED FOR FURTHER RESEARCH TO FILL EVIDENCE GAPS

8. CONCLUSIONS

9. RECOMMENDATIONS

10. REFERENCES

Appendix 1

Index of tables
Table 1: Scottish Food chain businesses
Table 2: Number employed ( FTE) in respondents' main sub-sector
Table 3: Proportion of respondents' sales generated by location
Table 4: Percentage of meat sold using Scottish origin or Scotch labelling