71% of Kiwis want mandatory country of origin labelling (CoOL) for fruit and vegetables. It’s a clear message to parliament the law needs to change.

Seven out of 10 consumers agree buying New Zealand-grown produce is important to them and want to know where their fruit and veges come from, our joint survey with Horticulture New Zealand has found.

Only 9% didn’t support mandatory labelling.

Survey results also confirm the existing voluntary approach to labelling isn’t giving consumers the facts they need to make informed choices.

65% of shoppers said they looked for labelling information when they bought fresh fruit. But less than a third (32%) always found it. Even fewer (29%) always found the information when they bought fresh veges.

We’re calling for political parties to support the Consumers’ Right to Know (Country of Origin of Food) Bill, a private member’s bill put forward by Green MP Steffan Browning.

The bill will require country of origin labelling of fruit and vege, as well as other single component foods. It’s expected to come up for its first reading in April but will need majority support to get through to select committee.

We support the bill because we believe consumers have a right to know where their food comes from.