Country of origin labeling.

American shoppers are increasingly conversant with the global economy. They know the difference between Szechwan and Cantonese, between Thai and Vietnamese, between Korean and Japanese, between North and South Indian, and between Mexican and Tex-Mex, Having grasped many distinctions, they are turning to Asian Fusion and showing interest in other fusions as well. Having "grown" all these hooks upon which to hang purchase decisions and dining choices, shoppers expect to know where their food and beverage choices come from.

Consumers who care about country of origin food labeling care for one of five reasons:

1-They like information and feel they have a right to it.

2-They see country of origin labeling as basic information that might or might not influence their buying decisions but would certainly facilitate taste and value comparisons.

3-They are worried about pesticides and countries whose products may have more pesticide residues than American made or grown products

4-They want the opportunity to avoid supporting countries they don't like or countries they think don't like us

5-They want to avoid buying products that are taking American jobs or exploiting children or other local workers.

* "I like the idea of country of origin labeling. If I disagree with a country's politics, etc. I can then make a conscious choice not to buy their products."

* "COOL is critically important, especially on fresh produce. Since I know that many other countries have lax standards on pesticide use and that produce from certain countries (usually South American ones) have high levels of pesticide residues, I look to see where produce came from before I buy it. If I don't see a note telling me where it came from, I don't buy it--it's just not worth the risk."

* "I like to know the national origins of all kinds of products. I feel it is especially important where food is concerned. Health & safety standards are certainly far from universal around the world, and some of the reports I have seen on TV magazine shows are downright frightening."

* "I'm starting to look not only at fresh produce, but on cans or jars of fruit/juice/veggies to see where they were produced. If they don't say, I don't buy the item."

* "Yes, country labeling matters to me, as other countries don't have the same requirements regarding pesticides & other quality controls."

* "I definitely want to see country of origin on food labels. This would not (necessarily) stop my purchase(s) but consumers have the right to know where their products are obtained. Clothing labels show country of origin so why not food as well?"

A majority of consumers care much more about assurances that the products they are buying are safe than they care about COOL. The minority that do care is important because so many have strong feelings about their right to know what they are buying and where what they are buying is coming from. To shoppers who care, explanations of the costs and difficulties involved in putting this information on food and beverage labels fall on deaf ears. Their entitlement to information has been growing for a long time. Their growing acceptance of global ingredients and fusion cuisine is increasing rather than decreasing their interest in knowing where products are coming from.

Wishing a happy, no-problem food show season to all our friends in the food industry and the foodies, healthies, bargain hunters, and citizen-consumers they serve,

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The Shopper Report[R] Copyright 2004, edited by Mona Doyle, is published 11 times a year by The Consumer Network, Inc., P.O. Box 42753, Philadelphia PA 19101. Phone (215) 235-2400 FAX: (215) 235-6967. The Consumer Network provides consulting and research services including focus groups, shopping partnerships, home visits, and mail and e-mail surveys.