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Published May
2002
LGVN Features - Consumer Product Labelling
A
Product Labelling System that ends all the confusion
In 2002,
web sites VeggieGlobal and Looking-Glass launched a campaign and
investigation into ethical labeling of food and consumer products.
Now its own NOVA Key Label has become the most popular preference
of labelling for consumers world-wide.
At the beginning
of the NOVA Key campaign, its investigation focussed on food products
labelled suitable for vegetarians etc., as well as questioning trendy
"keyword" labeling used by manufacturers and supermarkets
that are contrived to entice consumers interest or otherwise confuse
them even more. It also raised questions about why some foods display
ethical labels while identical products don't, even though they
may be suitable for ethically conscious shoppers. The confusion
based, on random labelling was becoming obvious.
The campaign also explored false claims by manufacturers and supermarkets
on the authenticity of some products claimed to be suitable for
vegetarians, and asked "are all veggie labelled foods totally
meat free"? Investigations have shown that some supermarkets
are making false claims about their products, and a revealing investigation
in the UK's Sunday Observer in 2005 confirmed that many manufacturers
where labelling their products as "Organic" when they
weren't.
Clearing
the confusion
Tens of thousands
of NOVA Key voters have given the thumbs up for the unique simplicity
of the The NOVA Key label, because by using a cross on the relevant
letters, it shows a consumer whether or not the product is ethically
suitable for them, and eliminates the guess work when hunting for
signs on vague and randomly labelled goods. (See example above;
the red cross on the v means it isn't suitable for veggies)
With
NOVA Key licensing now available to smaller manufacturers, restaurants,
salons and on-line retailers, the NOVA Key label looks as if it
will lead the way to finally give consumers an informed choice,
and at the same improve the trust between manufacturer and consumer.
For consumers,
the campaign also includes a way to vote to make the "NOVA
Key" a legal requirement in your country ... a clear, ethical
labeling system applying to all foods and products, which shows
whether or not they are meat-free, GM / chemical free, organic or
tested on animals.
Find out more
at www.looking-glass.co.uk/novakey
Looking-Glass
and VeggieGlobal News Copyright.
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