Elementar specialises in determining the true origin of food by exploring its unique isotope signature. We know there is high demand for such information through our work with industry specialists and academic researchers, but also wished to decipher whether there is similar demand among the general public. We therefore asked: “Do people care about the origin of their food?”
Our survey of more than 800 people found that both the origin of food and the accuracy of food labelling are indeed very important to today’s consumers. We found that an overwhelming 84% of shoppers check where their food comes from either ‘all’, ‘most’ or ‘some’ of the time, with two-thirds (66%) either ‘very’ or ‘quite’ concerned about the origin of their food. More than two-thirds (68%) said that the origin of products is either ‘very’ or ‘quite’ important in influencing their buying decisions.
We have collated our findings in the infographic below. The infographic highlights both the importance of knowing the true origin of a food product and the importance of correct product labelling. It also provides information on how at Elementar we use stable isotope analysis to trace the true origins of a wide range of products, including fruits, vegetables, meats and wines.