- The Real Bread Campaign is urging the public to email their local MP to put pressure on Michael Gove, the Secretary of State for Environment, Food and Rural Affairs, to "protect shoppers from incomplete and potentially misleading loaf labelling"
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The online action is the latest in the Real Bread Campaign’s call for an Honest Crust Act. This would include legal definitions for descriptions including ‘sourdough’, ‘artisan’, ‘wholegrain’ and ‘freshly baked’, and the requirement for a full listing of ingredients and artificial additives to be displayed on the packaging of all loaves.
The Real Bread Campaign states that the Secretary of State earlier this year failed to reply to more than 1,500 people who emailed him showing support for the Real Bread Campaign’s call.
Chris Young, Real Bread Campaign coordinator said, “Britain leaving the EU offers our government the perfect opportunity to review and improve loaf laws for the benefit of shoppers, who have the right to know what they’re buying. It would also give clarity in the industry, reinforcing the reputation of British baking at home, for export and amongst visitors to our shores.”
At present, a list of ingredients (and any artificial additives used) does not have to be displayed for loaves sold unwrapped, and loaf manufacturers are not required to declare any so-called ‘clean label’ processing aids they use even for wrapped loaves.
The Real Bread Campaign is also encouraging Twitter users to take photos of bread marketing messages taking up space that could be used for ingredients lists, and what they believe to be misleading use of descriptions.
Read more about the Real Bread Campaign’s call for an Honest Crust Act at realbreadcampaign.org.