Chapter 4
Food labelling
4.1
This chapter
covers issues raised with the committee about the labelling of processed foods.
While Australia's food labelling requirements deal with a broad range of
topics, from country of origin requirements, to nutritional information and
other health and animal welfare claims, the written and oral evidence presented
to the committee predominantly dealt with country of origin requirements. This
makes sense given the primary focus of the inquiry is on the competitiveness
and future viability of the Australian food processing sector—many submitters
saw the current country of origin labelling requirements as being a major
inhibitor in the growth of the food processing industry. That is, they believed
that Australians would pay a premium for food processed in Australia and made
from Australian ingredients, but that current country of origin labelling laws allowed
imported food to be presented as Australian.
4.2
Accordingly,
this chapter will focus on country of origin labelling requirements. Other
labelling issues will only be dealt with insofar as they arise out of the
recent review of Australia's food labelling regime, conducted by
Dr Neal Blewett AC.
Country of Origin
Labelling Regime
4.3
Australia's
country of origin labelling requirements derive from a number of sources. Some
of these sources, such as the Australian New Zealand Food Standards Code
(Food Standards Code) and Codex Alimentarius, are specific to food; others,
such as the Competition and Consumer Act 2010 (Cth) (CCA), apply more
generally to goods and services.
4.4
It is helpful
to understand how these regimes interact before examining some of the evidence
received by the Committee about the effect of country of origin labelling laws on
the Australian food processing industry. In short, the Food Standards Code requires
that certain foods display their country of origin and, if applicable, manufacture.
The CCA, on the other hand, provides guidance about the terminology to be used
in making claims about the country of origin or manufacture of goods, including
produce.
Food
Standards Code
4.5
The Food
Standards Code sets out the minimum standards for the supply of food in
Australia and New Zealand. These standards are set by an independent statutory
authority, Food Standards Australia New Zealand (FSANZ), under the Food
Standards Australia New Zealand Act 1991 (Cth). FSANZ summarised its
objectives in setting these standards in its submission to the committee:
FSANZ is
established to give consumers confidence in the quality and safety of the food
supply chain, provide a regulatory framework that establishes an economically
efficient environment for industry, give consumers information relating to food
that enables them to make informed choices, and provide consistency in domestic
and international food regulation in Australia and New Zealand, without
reducing the safeguards applying to public health and consumer protection.[1]
4.6
While many of
the standards set by FSANZ concern public health and nutrition, a number also
regulate the labelling of food products. Standard 1.2.11 is most relevant to
the committee's report as it deals with country of origin labelling.
4.7
The Standard requires
certain food products to identify the country of origin of the ingredients in
the food product and, if it was processed, the country in which the food was
processed for retail sale. The below table sets out these requirements:
Food
|
Labelling
requirement
|
Packaged food (other than food falling in the categories below)
|
(a) a statement on the package that identifies where the food
was made or produced; or
(b) a statement on the package:
(i)
that identifies the country where the food was made, manufactured or packaged
for retail sale; and
(ii)
to the effect that the food is constituted from ingredients imported into
that country or from local and imported ingredients as the case may be.
|
Fish, including cut fish, filleted fish, fish that has been
mixed with one or more other foods and fish that has undergone any other
processing including cooking, smoking, drying, pickling or coating with
another food
Fresh pork, whole or cut, except where the product has been
mixed with food not regulated by subclause 2(2) of the Standard
Pork, whole or cut, that has been preserved by curing, drying,
smoking or by other means, except where that product has been mixed with food
not regulated by subclause 2(2) of the Standard (other than those foods used
in the preserving)
Fresh whole or cut fruit and vegetables (if it is displayed otherwise
than in a package)
Whole or cut fruit and vegetables where that produce has been
preserved, pickled, cooked, frozen or dehydrated except where that produce
has been mixed with food not regulated by subclause 2(2) of the Standard (other
than with those foods used in the preserving, pickling or cooking as the case
may be).
|
A label on or in connection with the display of the food:
(a) identifying the country or countries of origin of the
food; or
(b) containing a statement indicating that the foods are a mix
of local foods or imported foods or both.
|
Fresh whole or cut fruit and vegetables (if it is displayed in a
package that does not obscure the nature or quality of the food)
|
A label on the package or in connection with the display of the
food:
(a) identifying the country or countries of origin of the
food; or
(b) containing a statement indicating that the foods are a mix
of local foods or imported foods or both.
|
Source: Food
Standards Australia New Zealand, Food Standard 1.2.11.
4.8
The Standard
does not itself set out the criteria for determining the origin of food or the
location of its making, manufacture or packing. These criteria are set out in
the Australian Consumer Law (ACL) in the CCA and are dealt with below. It is
notable that the criteria in the ACL apply generally to the advertising of all
goods and services, not only food.
4.9
While FSANZ
is responsible for setting the standards in the Food Standards Code, the
enforcement of the Code is the responsibility of State and Territory authorities,
who have incorporated the substance of the Code into their food safety
legislation.[2]
Codex
Alimentarius
4.10
The Codex
Alimentarius (Codex) is a collection of international standards, guidelines and
advisory texts dealing with the production and safety of food. It is
administered by the Codex Alimentarius Commission, which was established in
1963 by the United Nations' Food and Agricultural Office and the World Health
Organisation. Australia is a member of the Commission.[3]
The World Trade Organisation and the Codex Commission collaborate about the use
of international food standards in relation to global trade issues,
particularly under the Agreement on the Application of Sanitary and
Phytosanitary Measures.[4]
The Commission notes that:
The
reference made to Codex food safety standards in the World Trade Organizations'
Agreement on Sanitary and Phytosanitary measures (SPS Agreement) means that
Codex has far reaching implications for resolving trade disputes. WTO members
that wish to apply stricter food safety measures than those set by Codex may be
required to justify these measures scientifically.[5]
4.11
Codex forms
the international context to the standards set by FSANZ.
4.12
Codex
contains a general standard on the labelling of pre-packaged foods. The
standard requires that pre-packaged food show the country of origin of the food
if its omission would mislead or deceive the consumer. If food from one country
is processed in a second country in a way which changes its nature, then the
second country is regarded as the country of origin for the purposes of the
standard.[6]
Competition
and Consumer Act 2010
4.13
Among other
things, the CCA contains a number of provisions dealing with consumer
protection. These provisions are set out in the ACL, which forms Schedule 2
to the CCA. While the ACL is relevant to the labelling of food, it applies broadly
to the advertising of all products and services. There are a number of
provisions of the ACL which affect the manner in which food can show its
country of origin:
(a) the
prohibition against misleading or deceptive conduct, or conduct that is likely
to mislead or deceive (section 18);
(b) the
prohibition against making false or misleading representations about the
standard, quality, value, grade, composition, style, model or history of goods
(paragraphs 29(1)(a) and 151(1)(a));
(c) the
prohibition against making false or misleading representations about the place
of origin of goods (paragraph 29(1)(k) and 151(1)(k)); and
(d)
the
prohibition against conduct liable to mislead the public as to the nature,
manufacturing process, characteristics, suitability for purpose or quantity of
goods (section 33).
4.14
The ACL also
contains, in section 255, a number of provisions specifically guiding
businesses on how to make country of origin claims. These provisions are often
known as 'safe havens' as they operate to protect businesses from claims that
statements about the country of origin of products are misleading or deceptive.
The following table sets out the circumstances in which a business may make a
claim about the origin of goods:
|
Representation
|
Requirements
to be met
|
1.
|
A representation as to the country of origin of goods
|
(a) the goods have been substantially transformed in that
country; and
(b) 50% or more of the total cost of producing or manufacturing
the goods is attributable to production or manufacturing processes that
occurred in that country; and
(c) the representation is not that goods are the produce of a
particular country or made by way of a logo specified in the regulations.
|
2.
|
A
representation that goods are the produce of a particular country
|
(a)
the country was the country of origin of each significant ingredient or
significant component of the goods; and
(b)
all, or virtually all, processes involved in the production or manufacture
happened in that country.
|
3.
|
A
representation as to the country of origin of goods by means of a logo
specified in the regulations
|
(a)
the goods have been substantially transformed in the country represented by
the logo as the country of origin of the goods; and
(b)
the prescribed percentage of the cost of producing or manufacturing the goods
is attributable to production or manufacturing processes that happened in
that country.
|
4.
|
A
representation that goods were grown in a particular country
|
(a)
the country is the country that could, but for the fact that a representation
has been made of the kind referred to in item 1 or 2 of this table, be
represented, in accordance with this Part, as the country of origin of the
goods, or the country of which the goods are the produce; and
(b)
each significant ingredient or significant component of the goods was grown
in that country; and
(c)
all, or virtually all, processes involved in the production or manufacture
happened in that country.
|
5.
|
A
representation that ingredients or components of goods were grown in a
particular country
|
(a)
the country is the country that could, but for the fact that a representation
has been made of the kind referred to in item 1 or 2 of this table, be
represented be represented, in accordance with this Part, as the country of
origin of the goods, or the country of which the goods are the produce; and
(b)
each ingredient or component that is claimed to be grown in that country was
grown only in that country; and
(c)
each ingredient or component that is claimed to be grown in that country was
processed only in that country; and
(d)
50% or more of the total weight of the goods is comprised of ingredients or
components that were grown and processed only in that country.
|
Source: Section
255 of Schedule 2 of the Competition and Consumer Act 2010 (Cth).
4.15
The operation
of these safe haven provisions attracted significant criticism from witnesses
throughout the inquiry. These comments will be addressed later in this chapter,
however, it is worth noting that much of the criticism centred around the two
tests for whether something can be said to have been 'made in' a country,
being:
(a) the requirement that the goods be 'substantially transformed' in that
country; and
(b) the requirement that 50 per cent or more of the total cost of producing
or manufacturing the goods (including expenditure on materials, labour and
overheads) is attributable to production or manufacturing processes that
occurred in that country.
4.16
Under subsection 255(3), goods are 'substantially transformed' in a
country where they 'undergo a fundamental change in that country in form,
appearance or nature such that the goods existing after the change are new and
different goods from those existing before the change'. The Australian
Competition and Consumer Commission (ACCC) has noted that processing imported
and Australian ingredients into a finished product (such as a cake) would
likely be considered a 'substantial transformation', but less significant
changes to ingredients (such as the reconstitution of imported concentrated
fruit juice into fruit juice for sale) may not.[7]
4.17
In its
submission to the inquiry, the Australian Made, Australian Grown (AMAG) Campaign
noted that the ACCC has previously issued guidelines suggesting that the
'substantial transformation' threshold is not high. These ACCC guidelines
stated that mixing, homogenisation, coating and curing were all processes
'likely to be considered as substantial transformation' of food. The AMAG
Campaign noted that homogenised milk, battered fish fillets, ham and bacon may
all be regarded as 'substantially transformed' from their original ingredients.
This means that, provided that at least 50 per cent of the cost of production
is incurred in Australia, these products may be labelled as 'made in
Australia', even if all the main ingredients have been imported.[8]
4.18
The ACCC has
previously encouraged businesses to make qualified claims about the origin of ingredients
used in their products if doing so would provide more complete information to
consumers.[9]
Examples of such claims include:
-
'Made in
Australia from local and imported ingredients', where the product satisfies the
criteria for being labelled 'made in Australia' and is predominantly made from
local ingredients; and
- 'Made in
Australia from imported and local ingredients', where the product satisfies the
criteria for being labelled 'made in Australia' and is predominantly made from imported
ingredients.
4.19
It should be
noted that a label on a product stating that it is 'made in Australia' is
separate from and different to a label displaying the 'Australian Made' symbol.
The 'Australian Made' symbol is used under license from the AMAG Campaign. A
product must comply with more stringent criteria set out in the AMAG Code of
Practice, before it can obtain a license to display the AMAG symbol, rather
than a simple 'made in Australia' claim. These criteria are particularly
stringent with respect to the 'substantial transformation' test, and the AMAG
Campaign has specifically excluded a number of processes from being considered
as substantially transforming food. These include freezing, canning, mixing or
blending ingredients, homogenisation, marinating, curing, roasting and coating.[10]
Blewett Review
4.20
This inquiry
occurs in the context of some government attention to the issue of food
labelling. The Council of Australian Governments and the Australia and New
Zealand Food Regulation Ministerial Council (Ministerial Council) recently sought
a comprehensive examination of food labelling law and policy. Dr Neal Blewett
AC conducted the review, presenting his report, Labelling Logic: Review of
Food Labelling Law and Policy (Blewett Review), to the government on 28
January 2011.[11]
4.21
While the
report dealt with all aspects of Australia's food labelling regime, including public
health and food safety issues and dealing with new technologies, a number of
its recommendations relating to 'consumer values issues' touch on the scope of
the committee's inquiry. Suffice to say that, where they raised it as an issue,
submitters' reactions to traffic light labelling were mixed.
4.22
The
Legislative and Governance Forum on Food Regulation of the Ministerial Council released
its response to the Blewett Review on 9 December 2011.
Findings
4.23
Much of the Blewett
Review was concerned with the health and food safety implications of food
labelling. In particular, the Review's recommendations that the government
mandate a traffic light system for foods have attracted significant media and
industry interest.
4.24
However, it
is the Blewett Review's findings on the impact of consumer values issues on
food labelling that are of particular relevance to this inquiry. The term
'consumer values issues' refers to the idea that 'many people feel strongly
about the origins of the food they buy and how and under what conditions it was
produced'.[12]
The Review distinguished between more generalised values issues about human
rights, animal welfare, environmental sustainability and country-of-origin
concerns on the one hand, and issues relating to food production, such as free
range, organic and halal, on the other.[13]
4.25
The Blewett
Review noted that country of origin considerations are particularly important
in food labelling. The Review found that such issues 'may serve as a surrogate
for many consumers for other information demands such as carbon miles, animal
welfare or even perceived food safety'.[14]
Further, and consistent with the evidence before this committee, the Review uncovered
'widespread concern over the confusing plethora of definitions relating to the
Australian nature of the product'.[15]
These two findings are of particular relevance to the committee because country
of origin labelling is the only values-based label claim that has attracted
government intervention.[16]
Country
of origin recommendations
4.26
A number of
the Blewett Review's recommendations concerned changes to the country of origin
labelling regime for food. These recommendations were primarily aimed at making
labels clearer and more accurate.
4.27
First, the
Review recommended that Australia's existing mandatory country of origin
labelling requirements for food be maintained and extend to cover all primary
food products for retail sale (Recommendation 40). This recommendation was
aimed at making country of origin labelling requirements consistent across all primary
food products. Currently, beef, lamb and chicken products are not required to display
any information about their country of origin.
4.28
The Review
also recommended that mandatory requirements for country of origin labelling on
all food products be provided for in a specific consumer product information
standard for food under the CCA rather than in the Food Standards Code
(Recommendation 41). The aim of this recommendation was to ensure that country
of origin requirements were dealt with in a single regulatory framework, rather
than the overlapping regimes of consumer and food laws, set out above.
4.29
Finally, the
Blewett Review recommended that the government clarify the current regime about
claims of Australian origin. The Review recommended that, for foods bearing
some form of Australian claim, a consumer-friendly, food-specific
country-of-origin labelling framework, based primarily on the ingoing weight of
the ingredients and components (excluding water), be developed (Recommendation
42). As part of this recommendation, the Review proposed a simplified scheme of
labels, replacing the words 'made in' with the words 'made of'. This
recommendation addressed concerns raised with the Review about the confusing
nature of the current labelling regime.
4.30
Essentially,
the Blewett Review recommended creating a specific regime regulating food
product country of origin labelling claims separate to the general laws
governing country of origin claims for other products, such as manufactured
goods.
Government
response
4.31
The government
released its response to the Blewett Review on 9 December 2011. In relation to
recommendation 40, the government noted that FSANZ was considering amendment to
the Food Standards Code that would extend country of origin labelling
requirements to unpackaged beef, veal, lamb, hogget, mutton and chicken.[17]
4.32
The
government's response explicitly rejected the idea of creating a separate
regime governing country of origin claims for food, as proposed in
recommendations 41 and 42 of the Blewett Review. The government noted that
changes to the current country of origin labelling regime would impose costs on
business and explained its rationale for rejecting the proposed changes in the
following manner:
the
proposed framework does not recognise the intent of ‘made in’ claims, which
support the important contribution the manufacturing sector makes to the local
economy (and community) by considering a range of inputs including raw
materials (ingredients), packaging, labour and associated overhead costs.
Depending on the type of claim used, the current regulatory framework gives
recognition to the contribution of local production and manufacturing, as well
as the origin of the ingredients and components of a food product.[18]
4.33
Instead, the
government response stated that it would consult with relevant consumer
protection agencies to review existing materials on country of origin labelling
and, if appropriate, develop an educational campaign. In evidence to the
committee, Mr Paul Trotman, General Manager of the Trade and International
Branch, Department of Industry, Innovation, Science, Research and Tertiary
Education, indicated that these reviews were in their early stages:
We have
been actively engaged with Treasury in response to the recommendations that
came out of the Blewett review. We are looking at the country of origin labelling
materials with the specific objective of clarifying the requirements around
country of origin labelling. As I said, the department has met with Treasury
and also with officials from state and territory departments and agencies. We
are working towards refining all of the information brochures and fact sheets
that have been developed and also towards looking at developing a few more of
those fact sheets to make it easier for consumers to understand.[19]
Committee
view
4.34
Evidence
before this committee suggests that the government's response misunderstands
consumer and industry expectations about the purpose and clarity of country of
labelling laws with respect to food. The committee believes that there may be a
case for simplifying and clarifying these laws as they relate to food products.
Whether or not country of origin labelling laws are simplified, the committee
believes that consumer education is vital.
Concerns about Labelling
4.35
As stated
above, the committee heard significant evidence suggesting that the current
country of origin labelling regime did not accurately convey information to
consumers. Submitters were particularly concerned that the current array of country
of origin descriptions was misleading, poorly understood by consumers and open
to abuse.
Lack
of Transparency in Country of Origin Labels
4.36
The position
of many submitters was put succinctly by Mr John Wilson, General Manager, Fruit
Growers Victoria Limited:
We are
aware that the current labelling laws in Australia are almost deceptive in
their structure. We challenge any man in the street to know the difference
between 'product of Australia' and 'made in Australia'. We understand that the
laws are currently under review. Hidden behind that you also have the structure
of the mathematics where water is taken into account as added Australian
content.[20]
4.37
Other
submitters argued that the current laws allow products made almost exclusively
from imported products to be labelled as 'made in Australia'. For example, Australian
Pork Limited (APL) noted that the current country of origin labelling laws made
it 'very difficult for consumers to differentiate Australian from imported
processed pork products'.[21]
This was because:
most ham
and bacon made from Australian pork contains a small amount of imported curing
ingredients (which can't be sourced in Australia), [so] it is theoretically excluded
from using the Product of Australia label. Instead, it must use the
obscure Made in Australia claim, alongside products made from imported
pig meat. Products made from imported pig meat are permitted to use the Made
in Australia claim if the product has been substantially transformed (made
into ham or bacon) in Australia.[22]
4.38
APL believed
that there was a mismatch between the intent of the country of origin claim and
consumer expectations. APL cited the results of internal research suggesting
that consumers believed a claim that a product was 'made in Australia' meant
that the pigs were raised in Australia.[23]
It placed the blame for this mismatch directly on the 'substantial
transformation' test, which classed relatively simple processing practices such
as curing and smoking as substantial transformations.
4.39
APL was not
the only submitter to express concern about the 'substantial transformation'
test.[24]
Others also noted that the second limb of the 'Australian made' threshold, that
at least 50 per cent of the costs of production were incurred in Australia, was
relatively easy to overcome. The relatively high labour and other input costs
in Australia coupled with the high dollar could disproportionately skew the
costs of the final product.[25]
As with the 'substantial transformation' test, this allowed products to claim
that they had been 'made in Australia' even where their defining ingredients were
significantly removed from Australia.
4.40
According to
APL, the effects of the leniency of country of origin labelling laws in
Australia was 'a complete brick wall' in the face of its efforts to differentiate
Australian products and provide the consumer with information.[26]
APL drew the committee's attention to the manner in which the 'made in
Australia' claim could undermine consumer confidence in other matters. For
example, in Denmark, pigs do not have to have access to the outdoors in order
to be labelled as 'free range', however, in Australia, they do. As curing is
regarded as a substantial transformation, bacon cured in Australia from Danish pork
can be labelled as both 'free range' and 'made in Australia', even though the
pork would not meet Australian free range standards.[27]
4.41
Similarly, APL
also noted that the lack of precision in labelling laws was undermining the pork
industry's commitment to phase out the use of sow stalls by 2017; the inability
of consumers to distinguish between pork products grown and made here and those
made overseas undermined Australian farmers' significant investment and ongoing
education to achieve this goal.[28]
4.42
The Lakes
Entrance Fishermen's Cooperative Society Limited (LEFCOL) made similar comments
about seafood. Mr Dale Sumner, General Manager of LEFCOL, stated:
The
labelling laws do not allow consumers to put a value on our sustainability
credentials. ...Flathead is a very common name and, as I mentioned earlier,
that is our main species in Lakes Entrance. Without looking at those boxes
under a microscope, it is not easy to see where that fish is from, other than
on the bottom box it says it is a product of Malaysia. The flathead is actually
from Argentina. It is South American flathead that goes to Malaysia to have the
coating put on it and it is then imported into Australia. The mum and dad
consumers see those boxes, they see 'flathead' and think it is an Australian
product. [29]
4.43
The AMAG
Campaign highlighted similar issues in its submission to the committee. It
noted that it had recently modified its own Code of Practice to specifically exclude
certain processes such as freezing, canning, juicing, homogenisation, curing and
coating, from being considered a 'substantial transformation' of food. The AMAG
Campaign believed that these processes alone were not sufficient
transformations of food to attract the 'Australian Made' logo, irrespective of
whether 50 per cent or more of the cost of production was incurred in
Australia.[30]
Support
for current standards
4.44
The evidence
before the committee about country of origin labelling issues was not universally
negative. A number of submitters either did not raise it as an issue facing
their business or saw it as masking the real issues confronting the industry: price,
innovation and product research, development and marketing.
4.45
It is
important to note that claims that current country of origin labelling laws harming
Australian food processors rest on the assumption that Australian consumers will
choose to buy Australian goods rather than imported goods when prices are
comparable. Many submitters who raised the issue of country of origin
labelling cited statistics in support of this fact. For example, according to a
Roy Morgan poll commissioned by the AMAG Campaign in 2007, 89 per cent of consumers
felt that it was important or very important that fresh food was Australian and
82 per cent felt that it was important or very important that processed food
was Australian.[31]
APL cited similar statistics from Newspoll from 2008.[32]
The AMWU summed up this position in its evidence before the committee:
Australian
consumers, as we have seen in the research, prefer to buy Australian made,
particularly when it comes to food. This is because they want to know that the
food is safe and of high-quality and they want to support Australian jobs.
Nevertheless, consumers have great difficulty in finding and deciphering where
products are actually produced.[33]
4.46
But this
consumer preference is not always born out in practice. Indeed, a 2010 Choice
survey cited in APL's submission noted that only about half of the respondents would
always try to buy Australian products if they were available.[34]
Further, Mr Dick
Smith stated in his evidence before the committee that he was uncertain about
the depth of support for Australian made food. He explained his belief that high
profile moves to promote Australian made food would not ultimately succeed:
I have a
fear that what would happen initially when it got lots of publicity would be
that most Aussie consumers would support it and then they would end up just
going and buying the cheapest. Let me give you an example. You were referring
to our peanut butter, which is on the bottom shelf in Woolworths and Coles.
What happened there was that we brought out this Australian peanut butter,
which is a really good product made by the farmers in Kingaroy, we priced it
just a little bit above Kraft's and we got to 16 per cent of the market, which was
absolutely fantastic. This was 13 years ago. It became, of our $80 million
turnover, the most successful line. Immediately, Kraft started discounting by a
dollar and so what happened was that that everyone just went and brought the
Kraft. Sales of our product dropped to below about seven per cent, which is
when it would normally be dumped by the supermarkets, but I think they did
think, 'Let's support Australian, we'll keep the Dick Smith product,' so it was
actually the consumers.[35]
4.47
Mr Callum
Elder, Executive General Manager, Quality and Innovation at Simplot Australia,
similarly stated that the issue was that consumers said one thing in surveys
but, when confronted by actual price differences in the supermarket, behaved
very differently:
Previously,
market research and consumer spending has said that when you ask a consumer on
the street whether they want Australian produced food the answer is unequivocally
yes. When they get into the supermarket that does not seem to be reflected in
their behaviour. Certainly, I am sure they would want Australian produce, just
about everybody would want Australian produced food, but how much of a premium
are they prepared to pay for it when they can buy a can of corn from Thailand
that can be half the cost of a can of corn produced in Australia?[36]
4.48
Others put
this view more starkly:
Some have
trialled promoting 'Australian made' campaigns and have found these to be a
dismal failure. The vast majority of consumers, in fact, purchase on the basis
of price and taste factors. In reality, the level of loyalty to 'Australian
made' product is low.[37]
4.49
This is evident
in the practices and evidence of both Coles and Woolworths. In their marketing
material, both retailers appear at pains to emphasise the amount of fresh or
processed food on their shelves that is made from Australian ingredients.[38]
Both companies continued to emphasise these credentials in their submissions to
and evidence before the committee.[39]
But the companies' policies to look first at sourcing Australian produce are
clearly subject to overriding considerations of price and taste.[40]
These policies are apparent in Mr Smith's submission that Coles has refused to stock
his fruit spreads because they are 30 cents more expensive than imported brands.[41]
4.50
These are
important factors to keep in mind when considering whether or not the current
country of origin labelling regime should be reformed. It is particularly
important given the cost to businesses resulting from any change in mandatory food
labelling requirements. As the Treasury stated:
Food
labelling requirements can generate significant compliance costs for
businesses, and may constitute a barrier to entry or expansion for firms in the
food processing industry. These costs need to be carefully balanced against the
various public policy objectives of food labelling, such as for health or
safety reasons, or to assist consumers to make informed purchasing decisions.[42]
4.51
The
submission from the Food Industry Advisory Group of the Chamber of Commerce of Western
Australia (FIAG) gave further detail to these statements. It cited a 2003 study
that estimated changes to mandatory label information cost individual small and
medium enterprises about $60 000. The FIAG also quoted a deli goods
manufacturer member as estimating that changes to mandatory labelling standards
would cost over $200 000 for the 'overall change of artwork/printer plates,
plus any residual stock of packaging material that [is] not exhausted inside a
given grace period'.[43]
4.52
The cost to
manufacturers of changes to mandatory labelling requirements is an important
consideration. This is particularly the case when the Australian food
processing sector is already under significant pressure. Extra sales from increased
consumer information would need to outweigh the additional costs involved in complying
with changed mandatory labelling requirements.
4.53
Some
submitters were also concerned that labelling issues were given undue
importance in the industry. Mr Dean Rochfort, General Manager, Sustainable
Development of the Greater Shepparton City Council, argued that the focus
should be on processors better understanding their market and consumer behaviours:
What our
manufacturers are telling us is that there needs to be some initiative and
leadership in helping them develop a sense of brand equity and brand loyalty
around Australian manufactured produce because where they see their competitors
in those particular channels through the supermarket they do not have a level
playing field. They are competing with cheap imported products and they are
finding it very difficult. They are struggling with the same cost regimes and
the same biosecurity regimes that are faced by them as local manufacturers.
That comes back again to some of the issues that were mentioned about how we
become smarter about production and leadership in terms of branding our local
products. I think 'country of origin' is at the lower end of sophistication of
what we need to get to in terms of getting consumers to change behaviours.[44]
4.54
Some evidence
before the committee also brought into question the role of government in requiring
mandatory country of origin labels. Ms Helen Hubble, a food technologist
appearing in her private capacity, suggested that it is the role of industry
and individual processors to explain the reasons why consumers should buy Australian
produced food, rather than imported food. As she explained to the committee:
I think
maybe the industry does not advertise that they are clean, that they are green,
that we do not use this, that we have clean water, that we do not fish in dirty
water—whatever it is. I do not think they sell themselves.[45]
Committee
view
4.55
It is clear
that food labelling issues, particularly to do with country of origin
requirements, loom large in the minds of many industry participants. This was
especially the case for primary producers, but other witnesses, including food
processors and retailers, gave evidence about the manner in which country of
origin labelling laws affected their business. Some appeared to present it as a
fundamental issue, the solution to which would level the playing field for a
whole host of other issues confronting the industry, including the cost of
imports, the high dollar and high input costs like labour and electricity.
4.56
But, as set
out above, the evidence presented before the committee was equivocal about the
role of country of origin labelling in addressing the issues confronting the food
processing sector. While it is true that many Australian consumers felt that
buying Australian products was important, it is also apparent that cost and
quality were equally, if not more, significant factors on consumers' minds. In
these circumstances, if country of origin labelling laws were changed, it is
not entirely clear that the benefit (in terms of increased consumer sales) would
outweigh the additional costs to industry (in interpreting new standards and
changing labels).
4.57
The evidence
points to a need for industry participants to fully understand the market for
each of their products. For processors and farmers alike, this means thinking primarily
about the consumer, not just the wholesaler or the retailer. Australia produces
extremely high quality food, both at the farm gate and after processing. It is
healthy, produced in stable, sustainable, clean and cruelty-free conditions and
is subject to a rigorous health inspection system which ensures it is
consistently of high quality. These factors are reflected in its generally
higher cost to the consumer. But, in setting down ground rules for when and how
country of origin claims can be made, governments can only do so much in promoting
these benefits to consumers. It is primarily the responsibility of industry to sell
the reasons why consumers should purchase food made of Australian ingredients,
to make more of their fresh, clean and healthy image.
4.58
It is worth recalling
that the Blewett Review found that consumers often used country of origin
labels as a shorthand way of assessing a number of values-based concerns. This
is a significant observation for the food processing industry; understanding the
specific values that are hidden behind consumers' preference for Australian
products and communicating those particular values to consumers may assist in overcoming
any price differences with respect to imported products.
4.59
None of this
should detract from the fact that the current country of origin labelling laws
are not at all transparent and potentially mislead consumers. The impact of
these laws appears to be different across the processing sector, affecting some
industries more significantly than others. The effect of country of origin laws
is particularly keenly felt in industries where the freshness of the product
remains important to consumers even after it has been processed, such as with
seafood.[46]
Country of origin labelling will also be important where it affords an
opportunity for a product to make claims about production standards that are illegitimate
by Australian standards, but legitimate by the standards of the country from
which the ingredients have been imported.[47]
4.60
Potential options
to change the current labelling regime are explored in the next section of this
chapter. It is, however, clear that consumers need to be educated about whatever
country of origin labelling regime is adopted. The current confusion about the
labelling regime is unacceptable and may mislead those consumers who seek
information about the origin of their food.
Options for reform
4.61
Submitters
proposed a range of possible actions on country of origin labelling to the
committee. Naturally, the solutions proposed depended on what submitters saw
as the problem with country of origin labelling. These proposed solutions
included adjusting the existing labelling regime to make labels less confusing
or to provide greater detail, educating consumers and using technology to
better connect consumers with the food they were purchasing.
Making
existing labelling laws clearer
4.62
Many proposed
solutions were aimed at making country of origin information on food products clearer.
While some of these submissions went to the technical aspects of making country
of origin claims—the 'substantial transformation' and cost of manufacture tests—others
were more general in their suggestions.
Consistency
of labelling requirements
4.63
Not all food products
are required to contain claims as to their country of origin. Few submitters commented
at all on the uneven requirements for country of origin labelling for food and
the fact that beef, lamb and chicken products are not required to display this
information.[48]
This may reflect the general lack of understanding of country of origin
labelling laws, rather than indicating any particular satisfaction with the
status quo. The committee notes that the Blewett Review recommended that country
of origin labelling requirements be extended to cover all primary food products
for retail sale.[49]
In its response to the Review, the government indicated that FSANZ was
examining a proposal to largely implement that recommendation.[50]
Technical
changes
4.64
In relation
to the technical tests for country of origin claims, some submissions suggested
that the 'substantial transformation' test was too broad and included changes to
ingredients that consumers would not regard as 'substantial'. The AMAG Campaign
noted that:
[a] major
area of concern was in the interpretation of the term ‘substantial
transformation’ in regard to food products, particularly as set out in the ACCC
booklet ‘Food and beverage industry: country of origin guidelines to the
Trade Practices Act’. Under these guidelines, mixing, homogenisation,
coating and curing are all processes “likely to be considered as substantial
transformation”.
Thus,
homogenised milk, mixed diced vegetables, blended fruit juices, battered fish
fillets, crumbed prawns and ham and bacon may all qualify as ‘Australian Made’ even
though all the major ingredients may be imported, as long as at least 50%
of the cost of production is incurred in Australia.
This is
out of step with community expectations and the source of much of the criticism
in the media about Australia’s “confusing” labelling laws.[51]
4.65
To remedy
this, submissions proposed that the definition of 'substantial transformation'
be made more restrictive to no longer include those processes which submitters
saw as simple. These processes included freezing, canning or simple preserving
processes, simple mixing or blending of food ingredients, juicing,
homogenisation, seasoning, marinating, curing, roasting or toasting and
coating.[52]
Removing these processes from the definition of 'substantial transformation' it
was said, would provide consumers with more accurate information about the
country of origin of products, including their primary ingredients.[53]
Changing
terminology
4.66
Some
submitters believed that the terminology used in country of origin claims stood
in the way of greater consumer understanding.
4.67
For example, some
submitters suggested that qualified claims should be abolished in their
entirety.[54]
That is, products should not be able to claim that they are made in Australia
from a combination of local and imported ingredients. AMAG stated that this
claim was 'illogical and confusing for both consumers and manufacturers'.[55]
4.68
This proposal
would make a country of origin claim an all or nothing option; either the
product meets the substantial transformation and cost of production requirements
and can make a claim that it was 'made in Australia' or it does not and it cannot.
It does not, however, take into account the rationale for allowing these
qualified claims, identified in the Blewett Review as being, in part, to
account for fluctuations in the availability of ingredients and the cost of inputs:
This is a
qualified claim that can be used where it is not possible for a stand alone
'Made in' claim to be made, either due to uncertainty around the question of
substantial transformation and whether 50% costs of production is met or to
adjust to seasonal changes in availability of individual ingredients.[56]
4.69
The Blewett
Review itself argued that the terminology for country of origin claims was in
need of reform. After noting that the country of origin labelling requirements
under the ACL apply to all goods, not just food, the Review argued that food
should be considered separately.[57]
The Blewett Review recommended a food-specific country of origin labelling
regime on the basis that:
food is
ingested and taken into ourselves, unlike most other consumer goods that are
just used, [so] naturally consumers are primarily focused on the components and
ingredients of foods and not with their substantial transformation, packaging
or value adding. The Panel would therefore favour an Australian-origin claim
based on the ingoing weight of the various components of the food, excluding
water.[58]
4.70
This
labelling scheme was to remove claims about where a product had been made or
packed, focusing the consumer's attention on its primary ingredients. The
framework proposed contained the following four statements:
(a) 'Made of
Australian Ingredients', where at least 80 per cent by weight (excluding water)
of all ingredients or components are of Australian origin;
(b) 'Made of
Australian and Imported Ingredients', where at least 50 per cent by weight
(excluding water) of ingredients and components are of Australian origin;
(c) 'Made of
Imported and Australian Ingredients', where less than 50 per cent by weight
(excluding water) of ingredients and components are of Australian origin; and
(d) 'Grown in
Australia' where foods are wholly grown in Australia (for unpackaged or
unprocessed foods only).[59]
4.71
The
government response to the Blewett Review rejected this recommendation for two
reasons. First, the government rejected the argument on economic grounds:
There
may be considerable costs to food businesses in complying with a [country of
origin labelling] scheme based on the ingoing weight of ingredients. Previous
economic analysis suggests that this approach may have a negative impact on
both food manufacturers and local suppliers, potentially decreasing the
competitiveness of Australian food businesses and increasing the demand for
imported foods.[60]
4.72
Second, and
perhaps more fundamentally, the government disagreed with the premise of the Review's
recommendation that food was deserving of separate treatment as compared to
other goods:
the
proposed framework does not recognise the intent of ‘made in’ claims, which
support the important contribution the manufacturing sector makes to the local
economy (and community) by considering a range of inputs including raw
materials (ingredients), packaging, labour and associated overhead costs.
Depending on the type of claim used, the current regulatory framework gives
recognition to the contribution of local production and manufacturing, as well
as the origin of the ingredients and components of a food product.[61]
4.73
The
committee's view, set out more fully below, is that this response misunderstands
consumer expectations about country of origin labels for food and will only perpetuate
consumer confusion about the purpose and meaning of such labels. However, the
response does point to an issue raised by other witnesses: that not all food
products are a simple combination of ingredients; for some food products, the final
product is greater than the sum of its component parts and the process of
manufacturing is quite significant. As Ms Kate Carnell, Chief Executive
Officer, Australian Food and Grocery Council, noted:
we have
indicated to government on a number of occasions that we are more than happy to
negotiate or to sit down and try to sort out a scenario where you overcome the
pork and, to some extent, the orange juice problem, but at the same time not
mess up—as I think we have talked about before—the chocolate industry. Haigh's
makes great chocolate in South Australia but the cocoa does not come from
Australia and the vanilla does not come from Australia. [62]
4.74
Ms Carnell
went on to acknowledge that country of origin labelling had different effects
in different sectors of the food processing industry. She suggested that, for
some products, the country of origin labelling laws might better focus on the
defining ingredient, rather than the process of manufacture. That is, where
there is a defining ingredient in a product, for example pork in ham or bacon, then
the country of origin of that ingredient should determine its label. For other
products, Ms Carnell noted that it was the processing of the ingredients that
was of fundamental importance to the consumer.
[63]
For Ms Carnell, the one-size fits all approach of the current regime does not
appear to work:
There has
been a white paper, a discussion paper, put out just to try to get discussion
happening in this space. I think everyone accepts that there are things that do
not pass the nod test in country of origin. We just have to work out what it is
that we have to change—not to mess up the fact that we have lots of
manufacturers in Australia that produce great products that are made in Australia
and should be able to say that they are made in Australia, because they are,
while at the same time addressing the defining ingredient issue.[64]
Greater
detail in labelling
4.75
A number of witnesses
suggested that the lack of clarity in country of origin labelling requirements could
be overcome by requiring food products to display substantially more detail about
the geographic origin of their ingredients. For example, Mr Mark Pickering, a
committee member of the Citrus Growers of South Australia stated that:
We need
to have truth in labelling. ... I would imagine that you could put in something
like the country of origin. If you had different amounts, you could have the
first five countries listed down on the label and you could even put the
percentage. I think that is what happens in the States. You might have, for
example, 'Australia 50 per cent; New Zealand 40 per cent; China 10 per cent.'
That is one option. In regard to the processors saying that it is going to be
very expensive, I would like to pose the question: who pays for it now? The consumer
pays for it now and the producers pay it now.[65]
4.76
Other
witnesses in favour of more precise labelling laws proposed graphical
representations of the percentage of Australian content in a particular
product. These graphics included a traffic light system for Australian content[66]
and shading out a letter in the word 'Australian' for each 10 per cent of the
product that was imported.[67]
4.77
There are
obvious practical and cost issues involved in imposing such standards. Witnesses
recognised that the more detailed standards were, the greater the cost that
would be imposed on processors if the source of ingredients changed because of
seasonal or other fluctuations in availability.[68]
The AMWU also noted that supermarket private label brands may regularly change processors,
and that this would require an impractical weekly change of label.[69]
4.78
Witnesses
offered some solutions to this problem of seasonal variation, suggesting that changes
in the origin of ingredients could be dealt with by placing stickers on
products or labels in supermarket aisles explaining the change.[70]
Indeed, the AMWU's submission suggested that more detailed requirements could
actually encourage processors to deal with seasonal or other variations in
ingredients by sourcing different local ingredients rather than looking
overseas:
A good
example of a relatively cost effective innovative solution was provided in
recent weeks by Berri Fruit Juices (National Foods) who, when found itself with
a shortage of raspberries on the market, decided to take the decision to use
local plums as an ingredient instead, rather than sourcing raspberries from
overseas. They explained this by placing a little round sticker onto their
cartons of fruit juice.[71]
4.79
Witnesses
did, however, acknowledge that the mechanised nature of food processing meant
that even these mitigating measures would involve additional cost,[72]
whether through increased labour costs or changes to manufacturing procedures.[73]
Further, it was not easy to reconcile these proposals with other evidence about
the nature and purpose of food labelling, which was to provide readily intelligible
information about the origin of ingredients to consumers.[74] Indeed, as Mr Peter Bush,
Executive Officer of the Food Technology Association of Australia, pointed out
in the context of using pictorial labels, there is a risk that providing too
much information will simply confuse consumers further.[75]
Consumer
education
4.80
Underlying
many of these proposals for reforms to the current labelling system was the
idea that consumers should know what they are purchasing and, to the greatest
extent possible, where it came from. Some witnesses suggested that these ends
were ultimately a matter of consumer education: to know and understand what front
of pack labels do and do not mean, both in terms of country of origin and
health issues, and to explore these matters further if they so desired.[76]
This approach recognised that there was only so much space on a product label,
and only so much information that can usefully be conveyed in that space.[77]
4.81
The committee
received evidence about the potential role of technology in assisting consumers
in this area. As noted by the Tasmanian Department of Economic Development,
Tourism and the Arts:
While the
cost and size of food labels restricts the amount and type of information
included on labels, technology has developed to a point where consumers could
track food origins and content throughout the supply chain with the use of a
bar code and a smart phone where producers make this information available.[78]
4.82
The Public
Health Association of Australia (PHAA) noted that such technology already
existed in relation to health information contained in food product labels. Adjunct
Professor Michael Moore, Chief Executive Officer of the PHAA, told the
committee that:
we are
very conscious of new technologies that are becoming available. Just recently
the George Institute released an app that goes on the iPhone―and I have
it on my phone―where you can scan the product and it actually gives a
traffic light labelling. That sort of thing may well actually provide better
information on country of origin. ...
I would
have thought that industry would want to be at the leading edge of these
things. The George Institute is particularly concerned with salt. But with the
support of Bupa they have been able to develop an application where you simply
point your iPhone at the barcode and in a very short time you have not only
information about the product but also suggestions for healthier alternatives.
I think that industry will be looking very closely at that sort of information [although]
I do not foresee a time where everyone is walking around to every single
product with their iPhone in their hand. That does not tend to be how we shop.[79]
4.83
Dr Christina
Pollard, Co-Convenor of the Food and Nutrition Special
Interest Group in the PHAA, noted that care would need to be taken to
ensure that information provided through such technology was reputable and
accurate:
On the
point of iPhone apps and technology, it is very important that support
material, which is the information that the app is based on, is from a
credible, reliable source and reflects Australia’s total food supply. It would
be extremely useful if the foods that we saw in the supermarket had a front-of-pack
labelling system that instantly told you which were healthier options. For
people who are a lot more interested and techno-savvy and had financial access
to instruments like iPhones, they could reinforce that or check out individual
products from time to time. That tends to be how we shop.[80]
Committee
views
4.84
As set out in
the previous section, the committee believes that there are flaws in Australia's
current country of origin labelling system. The issue that confronts the
committee is whether reform of that system would, in fact, benefit the Australian
food processing industry. Clearly, any changes will have compliance costs and
there would need to be evidence that the cost of the changes would be
outweighed by increased sales. In this regard, the evidence before the
committee was inconclusive.
4.85
The committee's
view is that there would be merit to reforming the current country of origin labelling
laws to make them more transparent. The committee's view, expressed in the
previous section, was that industry must do more to understand consumer
preferences and behaviour. Government can assist this by providing a strong and
clear country of origin labelling regime upon which processors can more
confidently base their claims.
4.86
In this
sense, there should be a level playing field across all foods. The current
anomalies in country of origin labelling requirements, which allow some foods
to escape such labelling altogether, appear illogical and are unacceptable. The
committee endorses recommendation 40 of the Blewett Review, which recommended
expanding country of origin labelling requirements to cover all primary food
products for retail sale.
4.87
The committee
welcomes the government's response to the recommendation and urges FSANZ to expand
the Food Standards to align with the Blewett Review's recommendation 40. In the
event that FSANZ does not extend Food Standard 1.2.11 to at least cover
unpackaged beef, veal, lamb, hogget, mutton and chicken, the committee believes
that it should give substantive reasons for its decision. This would assist the
community to understand FSANZ's priorities in setting country of origin
labelling standards.
Recommendation 7
4.88
The committee
recommends that the government expand the application of food labelling
requirements to require all primary food products for retail sale to display
their country of origin, in accordance with recommendation 40 of the Blewett
Review.
4.89
The committee
notes that, despite consensus on the fact that there are problems with Australia's
country of origin labelling laws, there appear to be no easy or simple fixes. For
some food products, the origin of the component ingredients may well be more
important to consumers than its place of packaging or transformation. For other
food products, the place of manufacture of the final product may be the most
important consideration.
4.90
The cases of bacon
and chocolate, explored in submissions and by witnesses in the committee's
hearings and site visits, provide a useful comparison. On the one hand, a
scheme in the form proposed by the Blewett Review—that is, to focus on the origin
of the ingredients in a product alone—would not allow businesses like Haigh's
to make claims regarding the Australian manufacture of their product, only
about the origins of the ingredients. On the other hand, the current scheme and
the government's response to the Blewett Review emphasises only the place of
manufacture of goods. This emphasis is at the expense of a clearer indication
to consumers about the origin of their food.
4.91
In the
committee's view, it appears illogical to deny food processors acknowledgment
of their significant role in turning raw ingredients into a product for retail
sale. The committee also believes that the current country of origin labelling laws
are out of step with consumer and industry expectations. The evidence before
the committee suggested that consumers and industry alike did not see country
of origin laws primarily as recognition of 'the contribution of local
production and manufacturing' and secondarily as information about the origin
of ingredients.[81]
Rather, the evidence suggested that whether one matter or the other was
important depended on the product.
4.92
In this
context, the committee believes that the focus of country of labelling laws
should be on the consumer's understanding. This means that, first and foremost,
claims about the country of origin of a product should be clear and not misleading.
This principle should guide the development and content of other aspects of
Australia's country of origin labelling regime, including the 'safe harbour'
provisions of the CCA.
4.93
As discussed
in paragraph 4.117
below, the committee believes that New Zealand's laws about place of origin
representations may be a useful starting point.[82]
It has been the policy of successive New Zealand Governments that country of
origin labelling for all food types is a voluntary practice for the food
industry to use as a marketing tool. However, food labelling, voluntary
or mandatory, must be true and accurate.[83]
The success of these policies may be attributable to the provisions of the New
Zealand Fair Trading Act 1986 which specifically prohibit misleading and
deceptive conduct and false representations—sections 9, 10, and subsection
13(j).[84]
These provisions are attached in Appendix 4.
4.94
The committee
notes that New Zealand's system cannot be directly translated into an
Australian context, given there is no requirement in New Zealand to provide
country of origin information and this potentially reduces the need for the
'safe haven' provisions which complicate the Australian position.
4.95
The committee notes that evidence was given that the progression of
private label products that are packaged to look like a branded product. It is
often difficult to determine the provenance of these products from the labels.
4.96
The committee also notes recent reports that Tesco's Chief Executive
Officer, Sir Terry Leahy, was quoted as saying that there is a limit to how
much private labelling can achieve. He warned against forcing customers to buy
private label products. Sir Leahy indicated that a maximum threshold of between
30 and 50 per cent of sales could be generated by a supermarket's own
house brands.[85]
Recommendation 8
4.97
The committee
recommends that the government reform country of origin labelling requirements
for food so that these requirements are clearer, more transparent and focus on the
consumer's understanding.
4.98
Precisely how
a focus on the consumer's understanding is to be translated into legislation
was the subject of some debate before the committee. The committee believes
that the review of the CCA recommended in Recommendation 12 affords the
government an opportunity to consider whether the 'safe haven' provisions in
section 255 sufficiently focus on the consumer's understanding of country
of origin labelling for food products.
4.99
The
committee's preference is for country of origin labelling laws for food which
allow processors the option to make claims about the location of manufacture of
the food, but which also focus on the defining ingredient in the product. The
committee considers that government should consult with industry to determine a
precise definition for the term 'defining ingredient'. The committee is of the
view that the term, in combination with the ability to make claims about the
place of manufacture of food products, properly focuses the attention of
country of origin labelling laws on the consumer.
Recommendation 9
4.100
The committee
recommends that, as part of the review of the Competition and Consumer Act
2010 (Cth) recommended in Recommendation 12, government should specifically consider whether the 'safe haven' provisions in section 255 are
sufficiently focussed on the consumer's understanding of country of origin
claims on food products.
Recommendation 10
4.101
The committee
recommends that the government consult with industry about the use of the term
'defining ingredient' as a method of determining the country of origin of a
product.
4.102
The committee
believes that once rules about when a processor can claim that a food product
is from Australia are consistent and meaningful for consumers, the ability of
the industry to understand its domestic and international markets and
successfully and innovatively market its products to consumers will be
strengthened.
4.103
The committee
notes that there may well be other benefits, tied to innovation and export
opportunities, which attach to labelling Australian processed foods in this
way. Coles' submission, for example, suggested that the future for Australian food
processors was to develop niche products for both domestic and overseas
consumption.[86]
If Australia is looking to expand its food export capabilities to become, as
recent media has labelled it, the 'food bowl of Asia',[87]
then information accurately conveying the Australian origin of the primary ingredients
and the location of their processing and product development will assist in
overseas product differentiation.
4.104
If current
labels are retained, then there should be some attempt to clear the confusion
surrounding their meaning. This is particularly the case with respect to the
difference between unqualified and qualified claims about when a product is
'made in Australia'. The committee believes that a concerted campaign to
educate consumers about the meaning of different product claims is necessary. The
committee welcomes the initial commitment made by the government in response to
the Blewett Review to educate consumers about country of origin requirements.
It notes, however, that these matters are ultimately subject to consumer
demands for information about the country of origin of goods.
4.105
In this
context, the committee notes the possibilities and opportunities for the use of
technology, particularly smart phone technology, in providing consumers with
information about the country of origin of their food. The committee encourages
government and industry to examine the scope for the creation of online information,
accessible via bar codes on products, with reputable and up to date country of
origin information about products. Participation in such a system could be
voluntary. It would enable consumers interested in the origin of their food to
more easily connect with producers for whom country of origin information is
important. Further, such a system could encourage a greater connection between
consumers and their food, allowing them to track the seasonal variation in
ingredients. The committee believes that there may be some scope to make the
provision of such information mandatory for large processors and private label
products.
Recommendation 11
4.106
The committee
recommends that industry and government investigate the potential use of smart
phone and barcode technology to provide additional information about the country
of origin of food products.
4.107
The committee
is aware of concerns, such as those raised by the AMWU, that private label food
products do not clearly display their country of origin.[88]
The committee understands that private label food products are, like other food
products, subject to the Food Standards, which require certain products to
display information about their country of origin, and the CCA, which regulates
how that information should be displayed. The committee would be very concerned
if private label food products were in some way exempt from the same provenance
labelling requirements as other products.
4.108
The committee
notes that an understanding that processed food is different from other kinds
of manufactured goods and is therefore deserving of separate regulation
underlies the above recommendations. This is consistent with the conclusions of
the Blewett Review. The committee believes that country of origin claims for food
products should be treated differently from those of other manufactured goods on
the basis that, in consumers' minds, they are different. The origin of individual
components of food is much more likely to be significant to a consumer than
those of other consumer goods because, as the Blewett Review noted, we ingest
food and take it into ourselves. Similarly, as noted by the Blewett Review and echoed
by other witnesses, consumers often use country of origin claims as a short
hand assessment of other values-based claims in a way that is quite different to
other manufactured products.
4.109
The current
system of country of origin regulation—where the requirement that a product
make a country of origin claim is set out in the Food Standards (and
administered by state and territory food safety authorities) but the rules
governing how those claims should be made are set out in the ACL (and therefore
administered by the ACCC and state and territory consumer protection agencies)—is
unacceptable and, in the committee's view, contributes to the lack of consumer understanding.
The committee believes that the issue of country of origin claims is primarily
one of competition law, rather than food safety. The committee notes that recommendation 41
of the Blewett Review was that mandatory country of origin
labelling requirements for food should be moved to a specific consumer product
information standard under the CCA. The government's response to this
recommendation was that:
Australia
and New Zealand currently have different CoOL arrangements in place. These
differences will remain whether mandatory CoOL requirements remain in the Food
Standards Code or are moved to the CCA. Moving CoOL requirements for food to
the CCA will decrease the amount of legislation; however, there would still
need to be more than one area that would address CoOL. Within Australia, CoOL
requirements also apply to imports under the Commerce (Trade Descriptions)
Act 1905 and Commerce (Imports) Regulations 1940. These requirements
are enforced by the Australian Customs and Border Protection Service.[89]
4.110
The committee
believes that this response does not adequately address the substance of the
Blewett Review's recommendation. It does not interact with the idea that country
of origin labelling laws for food are unnecessarily complex and confuse
consumers, or that food is deserving of specialised regulation. The committee
therefore recommends that the government reconsider its response to recommendation 41
of the Blewett Review and move mandatory country of origin labelling
requirements for food to a specific consumer product information standard under
the CCA.
Recommendation 12
4.111
The committee
recommends that the government move mandatory country of origin labelling
requirements for food to a specific consumer product information standard under
the Competition and Consumer Act 2010, consistent with recommendation 41
of the Blewett Review.
4.112
The committee
does not believe that country of origin labelling laws should be unduly
prescriptive. The committee does not agree with those suggestions that such
laws should require details about the precise percentage of Australian content
in food products. To do so would be unnecessarily onerous on processors and
unlikely to produce any greater benefit than broad but more transparent
requirements. The committee's view is that to require significant detail about
the Australian content of a product would be counterproductive: it would
increase the cost of products with Australian ingredients and would be out of
step with consumer expectations about the availability and consistency of
products. It is quite clear that consumption patterns now demand that products are
available year round and without significant regard to seasonal availability. Country
of origin labelling laws should be flexible enough to accommodate this
expectation.
4.113
It is worth
reiterating that the committee believes that government can only do so much
with respect to labelling issues, particularly country of origin labels, to
assist the food processing sector. Once more clear and well understood country
of origin labels are in place, the onus is on industry to use this regime as a
springboard. Government cannot and should not legislate consumer desires—it is
up to industry to understand the consumer and what they want and to deliver it
to them.
Australia–New Zealand
Closer Economic Relations Agreement Issues
4.114
Some evidence
before the committee raised concerns about imported foods from New Zealand.[90]
In particular, submitters were concerned that food could be imported into New
Zealand and given a label stating that it was the product of New Zealand.
4.115
Ms Jan Davis,
Chief Executive Officer of the Tasmanian Farmers and Graziers Association,
summarised the issue:
Another
issue that causes significant difficulty dealing with our competitors from New
Zealand is the fact that they are a gateway for product from other countries
which is then rebadged, repackaged and sold as New Zealand produce. So their
domestic production is only a very small part of their export production, and
that causes us great grief too, because none of that product imported into New
Zealand must meet the conditions that we have to meet here in Australia.[91]
4.116
These
concerns were echoed by the AMWU, which suggested that it was the voluntary
nature of New Zealand's country of origin labelling laws that allowed these
practices:
Unlike
Australia (with the exception of wine) there is no mandatory requirement for
CoOL [country of origin labelling] in New Zealand, instead suppliers may
voluntarily opt to supply CoOL. Perhaps this is why in New Zealand goods can
be imported, then packaged in New Zealand and labelled as a product of New
Zealand.[92]
4.117
The extent to
which this is a real, rather than a perceived, issue is somewhat unclear. While
New Zealand does not have mandatory country of origin labelling laws, the
committee is aware that, where such claims are made, they cannot be misleading
or deceptive under New Zealand fair trading laws.[93] Indeed, an example in material
before the committee about New Zealand's laws on place of origin
representations suggests that, where claims are made about the origin of a
product, New Zealand authorities apply a more stringent test than their
Australian counterparts:
Local
companies implied by statements on the labelling of their products that their
ham and bacon were produced in New Zealand. However a significant amount of the
pork used to make the products was imported. The Commission’s view was that
this labelling was misleading as the essential character of ham and bacon was
provided by the pork, which was of overseas origin. The Commission issued
formal warnings to these traders.[94]
4.118
Further,
evidence before the committee from the Department of Foreign Affairs and Trade (DFAT)
was somewhat vague about whether claims about the repackaging of products in
New Zealand were, in fact, an issue. In response to senators' questions about
New Zealand labelling laws and free trade agreements disadvantaging the
Australian industry DFAT responded:
That is
the question of what the rules of origin are in the CER agreement. The rules of
origin in each trade agreement should make sure that [bringing in products from
elsewhere] does not happen. The way that the products are defined for
preferential treatment require them not to be transhipped.[95]
4.119
Other
evidence before the committee suggested that any issues with New Zealand
labelling were a variation on the issues already canvassed with respect to
country of origin labelling. Dr David McKinna stated:
[C]onsumers
are unknowingly being duped.... A recent project by this consultancy revealed an
extreme example of this - a seafood product was being caught in the Atlantic
Ocean, frozen at sea on a Korean vessel, landed in China for first stage
processing, imported into New Zealand, repacked as product of New Zealand and
then shipped to Australia to be thawed, reprocessed and crumbed here. This
product was sold in Australia as 'Product of Australia', competing against
Australian-caught fish from the local fishery on an equal basis.[96]
Committee
view
4.120
While a
number of submitters raised claims about the inaccuracy of the country of
origin labels placed on food imported from New Zealand, there was very limited
specific evidence about these practices. Accordingly, the committee is unable
to express an opinion either way about whether there are issues with New
Zealand operating as a gateway for the importation and processing of foreign
foods.
4.121
In any event,
the allegations deserve further investigation to ensure that the information
provided to Australian consumers is accurate and not misleading. This is
particularly so with respect to the case raised by Dr McKinna; if true, it
appears to be in breach of the CCA. The committee therefore recommends that the
ACCC investigate these claims, and that individuals, businesses or groups with direct
evidence of misleading practices concerning the use of the 'made in Australia'
or 'made in New Zealand' labels contact the ACCC.
Recommendation 13
4.122
The committee
recommends that, when presented with direct evidence, the Australian
Competition and Consumer Commission investigate claims that country of origin
labels on processed foods imported into Australia under free trade agreements
and other international agreements are misleading and/or deceptive.
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