Food provenance – the geographical origin of what we eat, and the methods used to produce it – has assumed increasing importance in recent years, partly as a result of a series of food scares and partly through the growing media focus on food-related matters. It has also tied into the wider trend for premiumisation across both the in-home and eating out markets.

However, the rules surrounding claims of provenance can be complex, and with statements of origin or logos certifying adherence to quality assurance schemes jostling for space on pack with other information regarding issues such as nutritional content, there may be a risk of the consumer being presented with too much information. Finally, this report considers where provenance sits in the order of consumers’ priorities when buying food, and how producers and retailers communicate a product’s origin to shoppers. With these factors in mind, this report aims to investigate the general question,

“What are the threats to the continued growth in appeal of ‘food provenance’ to consumers?”

Key issues of the report:

What drives the current trend for provenance, and what, if anything, will continue to fuel future growth in this area.

The extent to which provenance is communicated to consumers on the packaging of food retailing.

How many consumers actively look for the origin of the product when they are food shopping.