Massey/Otago Food Label Research Dismissed

Massey/Otago University Food Label Research Dismissed

Latest research from Massey and Otago Universities being used to call for traffic light labelling on food is so weak it’s a surprise the work was published at all, says Katherine Rich, Chief Executive of the Food & Grocery Council.

Mrs Rich is responding to reports in the weekend of a study by Massey and Otago academics, which used interview data to conclude that the Government should explore “traffic light labels” - a new system of food labelling that marks foods red, green or orange depending on salt, fat or sugar content. Traffic light labelling is the latest idea being promoted by public health activists as a silver bullet solution to New Zealand’s obesity problem.

“Reports left out an important piece of information about the work. The research was based on a sample size of only 15 people, making it a sample size so miniscule it could have had a bit part on Horton Hears a Who.”

“The personal views of 4 men and 11 women from one small provincial city can’t possibly be representative of the diversity of New Zealand parents.”

To put the Massey/Otago study in context, a recent European study, which similarly sought to understand the way consumers understood and used food labels, conducted 11,600 in-store interviews, plus included 5,700 returned surveys. This study concluded that colour coded schemes such as traffic lights were well recognised, "but were open to some misinterpretation as people tended to exaggerate the meaning of the colour-coded levels, with 73% of people believing that a ‘red’ light indicated they should avoid eating a product.”

“Cheese, milk, honey and products like Marmite are all part of a balanced diet, but would attract “red lights”. A labelling system which encouraged New Zealanders to avoid these products would not help to promote healthy diets.”

“The food industry works hard to be constructive when considering food labelling options and understands the level of public interest in the subject, but we do expect the debate to be based on substantial significant research, not just a handful of chats with a few randomly selected people. To hold up weak studies based on microscopic sample sizes as robust academic work does nothing to progress a fair debate.” said Mrs Rich.

ENDS

© Scoop Media