At Data-Label.co.uk, we believe that a label should do more than stick—it should speak. It should tell the truth about a product’s journey, its origin, and its values. Recent comments from Sir Ed Davey, leader of the Liberal Democrats, suggesting British consumers might prefer cheaper imported meat over UK produce, underscore a much deeper issue: the failure of clear, transparent labelling.
Misleading Labels Hurt British Farmers—and Mislead Shoppers
British farmers work hard to maintain some of the highest animal welfare and sustainability standards in the world. But their efforts are undermined when imported products are mislabelled or ambiguously branded as British.
Unfortunately, this isn’t theoretical. We’ve seen it happen—repeatedly:
🥩 1. The “British” Meat That Wasn’t (2023)
In early 2023, a major UK supermarket came under fire when its own-brand beef was labelled “British” on the front of pack—yet a closer inspection revealed the meat was actually imported from South America. The front-facing “British” branding referred only to where it was packed and processed, not where it was sourced. This led to consumer backlash and calls for tighter labelling laws.
🧀 2. EU Cheese Sold as British (Post-Brexit Confusion)
In the years following Brexit, many UK food companies began sourcing ingredients like milk and cheese from EU countries due to supply chain disruptions. In several high-profile cases, these products were labelled as “British cheese” because they were sliced or packaged in the UK, despite the dairy coming from overseas. This created confusion for shoppers looking to support domestic dairy producers.
🐖 3. Pork Imports Mislabelled During Covid-19 (2020–2021)
During the COVID-19 pandemic, the UK saw a rise in pork imports from Europe and Asia. In 2021, the National Pig Association warned that some retailers were branding imported pork products as British through technicalities, such as processing or curing in the UK. While technically legal under current food labelling laws, such practices were criticised as misleading and unfair to British pig farmers already struggling with the pandemic’s supply chain issues.
Labels Are the Frontline of Trust
These examples show that ambiguity costs more than just reputations—it erodes consumer confidence and damages entire industries. At Data-Label.co.uk, we know that a label is more than a formality; it’s a contract of trust between brands and buyers.
We help UK producers, retailers, and logistics providers implement robust labelling systems—including traceable QR codes, batch tracking, and asset labels that support full supply chain transparency. Whether you’re a butcher, baker, or dairy supplier, we’ll help ensure your label tells the full story.
Fixing the Problem: What Needs to Change?
- Mandatory country-of-origin labelling for all meat and dairy products—no more loopholes.
- Bolder front-of-pack disclosures about the source of the main ingredients—not just where it was packaged.
- Integration of smart labels and traceable tech—QR codes that consumers can scan to see a product’s journey, right back to the farm.
Until this happens, consumers will continue to be misled, and British producers will continue to be undercut—not by fair competition, but by label-based deception.
Don’t Let a Label Lie
Sir Ed Davey’s comments may have hit the headlines, but they missed the mark. British shoppers aren’t just looking for the cheapest cut—they’re looking for quality, ethics, and transparency. When labels do their job properly, shoppers can choose with confidence and producers are rewarded for doing the right thing.
At Data-Label.co.uk, we’re proud to support British businesses with labelling solutions that build trust and credibility, from the farm gate to the store shelf.
Because when labels are accurate, everyone wins.