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The Looking-Glass Ethical Clarity Labelling Campaign ...
The NOVA
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Labelling Examples Revealed!

How The To The NOVA Key Front Page Key can work on food labels

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Although these product labels below are fictitious, the additives and ingredients that end up in similar products at your local stores are very much real.

The simple thing to remember is that any letter on a Nova Key label ("N", "O", "V", or "A") - crossed in red is an indicator as to whether it may not suit your ethical preference.

Here's a classic example of "when is bacon not bacon?"... when it's a flavour made up from various spices and food-based flavourings. Veggies can eat these "bacon" flavoured potato chips ... but they most likely won't be able to eat the equivalent cheese flavoured chips because they could contain real cheese with animal derived rennet. (even the potatoes and additives in this pretend product are organic!

 

Natural, Organic and Vegan ... but not animal friendly. Why? Because one ingredient, the (organic) palm oil, comes from plantations which are the direct result of the destruction of the rainforests and the animals who inhabit them. If a manufacturer with the same product as our Ginger biscuit example was using the NOVA Key, all they would need to do to remove the cross from the "A" is use palm oil from an environmentally sustainable source. Also note that on a product's ingredients list palm oil can also be interpreted or be a part of "vegetable oil"

 

This loaf of bread is probably a turnoff for meat eaters as well as veggies. It contains Cysteine (or Cystine) Plus the wheat is genetically modified etc.
According to the Vegetarian Resource Group (www.vrg.org ), their research indicates that Cysteine, also known as l-cystine is often sourced from human hair.
A very small quantity (often, the hair of third world women) is used in less than 5% of all bread products... alternatively animal hair is also used.

 

 

The NOVA Key on this breakfast cereal box is an extreme example! It shows that isn't suitable for veggies because it contains not one but three animal derived products. Gelatine (perhaps from the feet of a donkey) to make the fruity bits chewy. Then there's the sucrose, which has been filtered through bone ashes. And finally the colouring Cochineal, which is made from crushing thousands of insects. There are also other artificial sweeteners and additives in this product that have been tested on animals, plus pailm oil which has been sourced from plantations created by destoying rainforests and therefore the animal inhabitants. The cereal itself is from GM crops and the fruit sprayed with chemical pesticides.

NOTE: Website E-tailers and food catalogue companies licensed to use the NOVA Key label will show the appropriately crossed Key next to the advertised product

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you are here> Food
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Dodgy, and frankly quite silly names and designs
© Looking-Glass and VeggieGlobal 2002

 

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What You Can Do In Your Own Time To Help

UNITED KINGDOM and IRELAND site visitors

Due to the current state of labelling practices in the UK, it's worth keeping a vigilant eye open for products with "V" or "O" style labels on them. And if you have doubts about a product's authenticity as being totally meat free or organic etc, then contact the stores management or the producers themselves. Tell us about it as we will keep this site updated with your reports.
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Europe Mainland, USA, Canada, Australia, Asia and New Zealand site visitors

Your observations and information about the labelling situation in your country is vital to our NOVA Key campaign. Tell us your thoughts and findings as we will keep this site updated with your reports.
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Investigation and Case Studies
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Copyright Information
©2000 onwards Looking-Glass and The Nova Key.
Unauthorized use of the NOVA Key or copying / reproduction of any information on these pages is strictly forbidden and will be subject to prosecution.
If you wish to help promote the NOVA Key Campaign on your website please
contact us with your enquiry.
Manufacturers wishing to apply to use the NOVA Key
click here

 

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