LOOKING-GLASS EVOLUTION NEWS

ETHICAL LABELING CAMPAIGN LAUNCHED - UPDATE

During 2002, web sites VeggieGlobal and Looking-Glass launched a campaign and investigation into ethical labeling of food and consumer products. In 2006 its own NOVA Key Label is now a popular choice 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. 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

The NOVA Key label is unique in its simplicity, because by using a cross on the relevant letters (see illustration above), 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.
With NOVA Key licensing now available to smaller manufacturers, restaurants, salons and E-Tailers, 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

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