Sir John has reiterated his support for clearer and more transparent food labelling to help consumers make informed choices about animal welfare and how their food is produced.
He said that while many consumers value high standards of animal welfare, this is not always reflected in purchasing decisions, often because existing labelling does not provide enough information. Improving transparency would make it easier for shoppers to buy food that aligns with their values while also giving British producers a fair opportunity to promote higher welfare standards.
All food and drink sold on the UK market must comply with established labelling rules, with the fundamental principle that information provided to consumers must not mislead and must support the safe use of food. However, Sir John noted that country-of-origin labelling, which applies to a range of products including fresh and frozen meat, fruit and vegetables, honey, olive oil and some fish, does not indicate how animals were treated or what environmental standards were followed.
As a result, some imported products that do not meet UK welfare standards can still appear on shelves without clear labelling to reflect this. Sir John warned that this lack of transparency risks undercutting British farmers and may lead consumers to purchase products that do not meet their ethical expectations.
He noted that a previous government consultation explored ways to make food labelling fairer and clearer, including potential reforms to provide better information on “method of production.” The current Government responded in June 2025, stating that it would consider such reforms as part of a broader approach to animal welfare and food strategy.
Sir John said he is concerned that progress could stall and believes the Government should set out its plans as soon as possible. He emphasised that consumers expect to be able to make informed decisions about how their food is produced, and that improved labelling would support both consumer choice and high standards across the food industry.