The idea

EU logo causes consternation

The new EU organic logo been branded “a nonsense” and “irrelevant” by the UK organic sector as confusion over its implementation dogged its launch last week.

The Euro-leaf, created by a design student, has been met negatively by UK companies awash with cynicism and complaining of poor communication from the EU.

The logo was brought in last Thursday and companies have two years to ensure they use it on pack. It will sit alongside other certification marks and has sparked a long-running debate around the number of certifications producers and suppliers are forced to deal with.

One supplier told FPJ there had been “no communication” from either the EU or retailers, adding: “Packaging can hopefully last over two seasons so clarification is needed. It’s a big step if it replaces other logos, if not, it’s an annoyance.”

Adam Wakeley, joint managing director of Organic Farms Foods, branded it “a nonsense” and “yet another logo”, while the Soil Association lambasted the marque, claiming its own standards were higher than those required.

A spokesperson for the organic body said it was “just the EU trying to put their stamp on things” and it could “potentially add consumer confusion”.

The much maligned organic logo is obligatory for all organic pre-packaged food products within the EU. It is also possible to use the logo on a voluntary basis for non pre-packaged organic goods produced within the EU or any organic products imported from third countries.

The EU claims “the organic farming logo offers consumers confidence about the origins and qualities of their food and drink and its presence on any product ensures compliance with the EU Organic Farming Regulation”.

However the uniformity of EU organics could help protect against imports from outside the zone. An EU spokesperson said: “The goal is to enable consumers across Europe to ascertain that a product meets Europe-wide standards for organic products.”

The logo is being promoted at agricultural fairs across Europe.

Extracted from The Fresh Produce Journal website today 11 7 10

Why is it important?

This is another example of interfering bureacrats in industry. Logos and branding are not the duty of governments they are industry issues. Scrap this legioslation now and tell the civil servants to keep thgeir noses out of commerce.

What has this cost? More than we can afford, I'll bet!