Food fraud continues to affect consumer confidence, with over a third of shoppers still doubtful about meat and fish authenticity, a new study suggests.
The survey, from Leatherhead Food Research, quizzed 500 household shoppers and revealed that 43% of respondents were not confident that meat-based chilled and frozen ready meals contained the species on the label, with 37% lacking confidence in fish meals.
Around a quarter of shoppers lacked confidence in other processed meat products, such as sausages and fish fingers.
Confidence was higher for unprocessed meat and fish in supermarkets, but butchers and fishmongers were trusted more than the multiples, the study said.
Leatherhead research scientists Dr Monee Shamsher said there was a need for an “assertive, proactive and transparent response” from industry – which should acknowledge the risks from food fraud and communicate the measures taken to combat the problem.
“The food industry needs to take a multi-layered approach to address the myriad issues associated with food fraud,” she said.
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