The Real Bread Campaign has asked everyone who cares about bread in Britain to sign a letter to the secretary of state for environment, food and rural affairs, Michael Gove, calling for an honest crust act. The letter outlines how an update of British loaf labelling and marketing legislation is urgently needed to protect shoppers from the worrying increase in ‘hijack marketing’.
At present, there are no legal definitions to guard against shoppers being misled by a loaf fabricator or retailer misusing words including ‘freshly baked’, ‘wholegrain’, ‘artisan’, ‘heritage’ and ‘sourdough’. The changes are also needed to protect the small, local, independent Real Bread bakeries that support more jobs per loaf and help to keep our high streets alive.
Other legal loopholes that can leave shoppers in the dark are loaf fabricators not needing to disclose on ingredients lists any food additives that are deemed to be ‘processing aids’, while unwrapped loaves can be sold without an ingredients list at all on the bag or shelf.
Sustain patron Prue Leith said: “Of course we should know what’s in the bread we eat. The Real Bread Campaign’s call for better labelling legislation will also help small, local bakeries thrive.”
People can sign and send the letter – or one of their own – on the Real Bread Campaign website: http://act.sustainweb.org/lobby/bread. This online action follows meetings with Defra on these issues in October 2015 and January 2016, and letters to the department and Secretary of State in April and July 2017.