Sir: The recent mislabelling of fish at Morrisons’ site in Peterhead (‘Morrisons red-faced as fish is mislabelled,’ 13 July) and subsequent response shows consumers are now more concerned than ever with getting accurate and consistent information on products they consume.

The fact The Real Fish Fight was notified first, rather than the FSA or the retailer, shows a more proactive approach that we can perhaps expect to see more of. It hasn’t helped that this is the second time this year that human error appears to have led to Morrisons mislabelling its fish products, despite staff training.

Retailers and suppliers need to ensure accurate labelling by sharing production information throughout the process. Where mistakes do occur, they also need to ensure that affected products are recalled quickly and effectively. A recent survey showed 85% of consumers calling for an industry-wide standard across packaging and labelling to improve clarity and consistency, as well as provide more accurate information.

If retailers do not meet these expectations they are putting their reputation at stake and risk losing a generation of shoppers who will simply look to a retailer that can deliver.

Nick Martin, senior vice president, Trace One

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