EU cracks down on unclear food labelling

What can still be called ‘cheese’? And when does a steak truly count as steak? The European Commission aims to introduce clear rules on this. Plans are underway for marketing standards covering a range of food products, including cheese, meat, and protein crops.

Equal rules, fair competition

With these standards, Brussels wants to create a level playing field across the EU. The proposal outlines potential regulations for beef, pork, lamb, and goat meat. Cheese and protein crops are also on the list. This includes agreements on composition, origin, presentation, and definitions.

According to the Commission, clear rules increase transparency in the market. Consumers will be able to make more informed choices, and producers can compete on fairer terms.

A single definition for cheese

For cheese, the measures could be far-reaching. There may be EU-wide agreements on fat content or the exact production process. The aim is to establish a common baseline for quality throughout the internal market.

The Commission is clear: “The definition and composition of certain cheeses must be harmonised to ensure a shared foundation for quality within the internal market.”

What these rules will look like in detail? That’s up to the Member States. But the legal framework will come from Brussels, which also affects national labels, product names, and brand positioning.

More clarity on origin

For protein crops, origin labelling may become mandatory. Brussels refers to report COM/2023/200, which states that consumers should be better informed about the origins of products such as dried beans and soybeans.

The measure fits within the EU’s broader protein strategy. And it doesn’t come out of nowhere, work is already underway to establish a dedicated protein sector within agricultural policy.

Read the full legislative proposal.