Preempting controversy with transparent labeling

Food labeling is one of the most hotly contested areas of the industry. Legislators push for regulation or deregulation, advocacy groups call for more transparency and even individuals start petitions to clarify the manufacturing practices of foods in the supermarket.

Recently, Kraft decided to eliminate artificial dyes and preservatives from its popular line of Mac & Cheese products. The move came following public pressure to improve the integrity of ingredients. 

"There has been a huge shift away from processed foods in the U.S. and larger food producers are trying to follow their customers in that direction," explains Manufacturing.net. "A Change.org petition begun in March 2013 by food activist Vani Hari, who blogs as the 'Food Babe,' asked Kraft to remove dyes from its macaroni and cheese. The petition garnered more than 365,000 signatures."

A company with the market penetration and visibility of Kraft is likely to be the target of activists. While the move should garner positive notices from individuals who criticized the company, the production shift comes almost two years after that debate began. As a result, Kraft is playing catch-up to answer calls from the public. 

One way brands can avoid this is being proactive about their custom label printing strategy. Adhering to the federal food labeling regulations is essential, but perhaps a bare minimum in answering questions the public has about production. Including information about ingredient origins, production values and other details can satisfy consumers so that no petition is necessary. Transparency can help brands gain trust and respect from discerning customers who prize natural, organic and GMO-free products. 

With an industrial label printer, brands can articulate their values in a clear, positive way. Contact us today to learn more about how custom label printing can transform your food marketing strategy.

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