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Mind your peas and cu(cumber)s
Fruit and veg marketing regulations clarified

   

NEWS RELEASE

Ref: 148/09
Date: 29 June 2009

Consumers will now be able to see fruit and vegetables as nature intended.

Strawberries or apples for making jams and pies at home - which in the past might not have been available because of cosmetic imperfections - should now be easier to spot on the shop shelves.

New EU marketing regulations come into force on 1 July which clarify the rules relating to wonky fruit and vegetables - good news for anyone keen on curvy cucumbers or partial to out-of-proportion plums.

Until now, there has often been a misconception that anything which does not look “perfect” can’t be sold by retailers. But the new rules simplify how retailers can market produce without misleading consumers – whether it’s polished, knobbly, or bent.

Food and Farming Minister Jim Fitzpatrick said:

“The new marketing regulations will help supermarkets and greengrocers label their fruit and vegetables correctly, and will provide more choice for people who aren’t bothered by what shape their five a day comes in.

“It also means that producers and suppliers won’t be stuck with as many leftovers, so there’ll be less food waste.”

Twenty six types of fruit and vegetables which were covered by Specific Marketing Standards will now instead be covered by the General Marketing Standard (GMS), which is below the old ‘Class 2’ standard. Retailers will be able to market these fruit and vegetables without giving the impression that the produce is imperfect.

So long as it is clean, free from pests or diseases, is not rotten, and is labelled with the country of origin, retailers will be able to market it as they see fit.

Ten other types of produce remain subject to Specific Marketing Standards (SMS) which are stricter but there is an allowance for the fruit and vegetables covered to be marketed for processing (such as into jams or pies) if they fall below the SMS.

Notes to editors

1.  Twenty six products will no longer have Specific Marketing Standards relating to classification, size, shape, development, variety and labelling details:

  • Apricots
  • Artichokes
  • Asparagus
  • Aubergines
  • Avocados
  • Beans
  • Brussels sprouts
  • Carrots
  • Cauliflowers
  • Cherries
  • Courgettes
  • Cucumbers
  • Cultivated mushrooms
  • Garlic
  • Hazelnuts in shell
  • Headed cabbages
  • Leeks
  • Melons
  • Onions
  • Peas
  • Plums
  • Ribbed celery
  • Spinach
  • Walnuts in shell
  • Watermelons
  • Witloof chicory

2.  10 Specific Marketing Standards remain for the following types of produce:

  • Apples
  • Citrus fruit
  • Kiwi fruit
  • Lettuces, curled leaved and broad-leaved endives
  • Peaches and nectarines
  • Pears
  • Strawberries
  • Sweet peppers
  • Table grapes
  • Tomatoes

3.  A consultation carried out by Defra has also resulted in a number of other more technical changes that will simplify and reduce the cost burden on the fresh produce industry.  For example the decision to reduce PEACH import notification to only those consignments subject to the ten Specific Marketing Standards will in itself save importers approximately £1.25m per annum.  For more information on the consultation including the summary of response please visit www.defra.gov.uk/corporate/consult/fruitandveg/index.htm 

4.  Following strong support during the consultation Defra will be implementing a derogation from the Specific Marketing Standards for products sold at retail to consumers for personal use and labelled as ‘intended for processing’ (or similar wording). However, the produce would still need to meet the General Marketing Standard. 

5.  Marketing standards are enforced by the Rural Payments Agency.

For more information on marketing standards please visit www.rpa.gov.uk/rpa/index.nsf/0/EF8772A06D88B2EC8025712A00439A2C

End

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Page published: 29 June 2009