Origin labelling for meat could boost business for eateries

The online survey by OnePoll took place October 23-25 with a sample of 2,000
The online survey by OnePoll took place October 23-25 with a sample of 2,000

More people would like to know where the food on their restaurant menu is sourced from, says a new survey.

The research shows over half of consumers want to know where their restaurant meat comes from and over 65% would like eateries to stock high levels of British meat.

Any place serving food could attract more customers by including meat sources on their menus, claims the association.

George Chichester, Partner in Strutt & Parker’s farming department, said: “British produced meat is amongst the highest quality in the world, reared to an exacting standard of food safety, animal welfare and environmental protection. It is also local, thus fresh and cheap to transport. It makes sense to support local industry and the British economy too.”

NPA chief executive Dr Zoe Davies says the foodservice sector hasn’t traditionally been a supporter of British pig farmers.

With tight margins in the sector, many opt for imported products at the lowest price, she claims.

Consideration for food miles, animal welfare and traceability are lower down the agenda.

Fast-food leading the way

But she has noted a recent change in attitude with McDonald’s leading the way.

The fast-food chain has recently turned to British pork as it found it was the preference of British customers - particularly since so-called ‘Horsegate’.

Over half (55%) of those questioned in the survey say it is important they know where their meal comes from.

A similar amount (52%) class having British produce on the menu as ‘very’ or ‘quite’ important, while 57% rank animal welfare as ‘very’ or ‘quite’ important.

Earlier research by the Oxford Partnership had found that provenance was not that important for consumers when eating out.

Dr Davis welcomes the change in attitude and says it is good news for Britain’s high-welfare pig farmers who offer indoor or free-range pork.

This shows a marked change in consumer attitudes to dining out, as earlier research by the Oxford Partnership in conjunction with AHDB Beef and Lamb found provenance was not a “must-have” for consumers when eating meat out of the home.

“We welcome the change in attitude, which has been spearheaded by a few highly-respected big players in foodservice, such as McDonald’s,” said Zoe Davies. “It’s good news for Britain’s high-welfare pig farmers who, unlike their continental competitors, can offer a choice of indoor or free-range pork, and all stages in between.”