‘Silly season’?

I didn’t notice it this summer: there was an abundant supply of interesting news. 

For example, Statistics Netherlands (CBS) announced that the mood among companies in the industry is good, and that consumer confidence is rising again too. Optimism has prevailed among Dutch manufacturers since October 2014. Exports, investments and household consumption have all grown and are contributing to sustained economic recovery. 

Another notable summer news item: for the first time, there are more webshops in The Netherlands than physical stores – consumers are increasingly shopping online. Although there is a footnote: only the really big webshops are benefiting from that growth. “Whereas on the high street multiple shops can survive selling the same product, on the internet a single giant repeatedly wipes out the rest of the competition. That means that retailers who are now only just beginning are actually hopeless, unless they come up with a new and groundbreaking idea,” reported Dutch newspaper De Volkskrant on 22 August. 

No business wants to be hopeless, so they use every trick in the book to entice customers to buy their wares. How far should you go? Has the Marketing department’s brilliant idea also been checked by the Legal department? Apparently not, according to the Dutch Consumers’ Association: “Manufacturers are leading consumers to believe that their often unhealthy products are actually healthier or better than similar ones by including claims such as ‘source of fibre’, ‘low fat’ or ‘rich in vitamin C’ on the packaging.” 

Quite simply, the information on the label must accurately reflect the contents (and that applies to pet food too!). The Netherlands Food and Consumer Product Safety Authority (NVWA) does not immediately act on complaints about misleading claims which do not pose a risk to public health act, but that’s no reason for complacency. Thanks to the Meldpunt Misleiding (‘Hotline for Misleading Claims’) launched by Foodwatch in August, your reputation could be tarnished in no time – and consumer confidence would vanish. 

As soon as food safety is at risk, strict controls are implemented immediately. In early August, for example, I received a letter from the Dutch Human Environment and Transport Inspectorate (ILT) which informed me that they have launched a structured programme to inspect for asbestos at companies with industrial installations. “The initial focus is on the food and drinks industry in view of the potential effects on public health of asbestos fibres being released into the food chain,” according to ILT.

Once again, we are seeing proof that it is increasingly important to pay attention to quality and to guarantee food safety. You need qualified personnel for that, which is why SVO has launched a new MBO-level ‘Quality Employee’ qualification this month. 

There is no footnote and nothing is ‘hopeless’. There is lots of potential for the future – because checks are always necessary.

Judith Witte
 
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