06/12/2025
๐๐๐ฏ๐ ๐๐จ๐ฎ๐ซ ๐๐๐ฒ ๐จ๐ง ๐๐โ๐ฌ ๐๐ข๐ ๐ข๐ญ๐๐ฅ ๐๐๐๐๐ฅ๐ฅ๐ข๐ง๐ ๐๐ซ๐ข๐๐ฅ
New Zealand is about to make one of the biggest shifts to food labelling weโve seen in decades โ and itโs happening quietly.
MPI is proposing a digital labelling trial that would allow certain mandatory information (like ingredients, allergens, nutrition panels, storage instructions) to be moved off the packet and onto a webpage accessed through a QR code.
Sounds modern.
Sounds convenient.
But hereโs the catch:
โก๏ธ ๐๐จ๐ง๐ฏ๐๐ง๐ข๐๐ง๐๐ ๐ข๐ฌ๐งโ๐ญ ๐ญ๐ซ๐๐ง๐ฌ๐ฉ๐๐ซ๐๐ง๐๐ฒ.
โก๏ธ ๐๐ง๐ ๐ซ๐๐๐ฎ๐๐ข๐ง๐ ๐ฉ๐ซ๐ข๐ง๐ญ๐ข๐ง๐ ๐๐จ๐ฌ๐ญ๐ฌ ๐ข๐ฌ๐งโ๐ญ ๐ญ๐ก๐ ๐ฌ๐๐ฆ๐ ๐๐ฌ ๐ฉ๐ซ๐จ๐ญ๐๐๐ญ๐ข๐ง๐ ๐๐จ๐ง๐ฌ๐ฎ๐ฆ๐๐ซ๐ฌ.
The Governmentโs own Product Labelling Review found that:
๐น ๐๐% ๐จ๐ ๐ฌ๐ฎ๐๐ฆ๐ข๐ญ๐ญ๐๐ซ๐ฌ said labelling rules already impose unnecessary compliance costs.
๐น Many called the system ๐๐จ๐ง๐๐ฎ๐ฌ๐ข๐ง๐ , ๐ข๐ง๐๐จ๐ง๐ฌ๐ข๐ฌ๐ญ๐๐ง๐ญ, ๐๐ง๐ ๐ฉ๐จ๐จ๐ซ๐ฅ๐ฒ ๐๐ง๐๐จ๐ซ๐๐๐.
๐น Accessibility concerns were raised โ๐ง๐จ๐ญ ๐๐ฏ๐๐ซ๐ฒ๐จ๐ง๐ ๐ก๐๐ฌ ๐ ๐ฌ๐ฆ๐๐ซ๐ญ๐ฉ๐ก๐จ๐ง๐, ๐๐๐ญ๐, ๐จ๐ซ ๐ซ๐๐๐๐ฉ๐ญ๐ข๐จ๐ง.
๐น Mandatory information is ๐ฌ๐ญ๐ข๐ฅ๐ฅ ๐ซ๐๐ช๐ฎ๐ข๐ซ๐๐ ๐๐ฒ ๐ฅ๐๐ฐ ๐ญ๐จ ๐๐ ๐จ๐ง ๐ญ๐ก๐ ๐ฉ๐ก๐ฒ๐ฌ๐ข๐๐๐ฅ ๐ฉ๐๐๐ค๐๐ ๐.
None of those problems are fixed by shifting labels online.
And absolutely ๐ง๐จ๐ญ๐ก๐ข๐ง๐ in this trial requires companies to publish real safety data โ no residue testing, no pesticide panels, no AMPA levels, no batch results. Just the same old informationโฆ moved to a website.
If we donโt speak up now, we risk sleepwalking into a system where โtransparencyโ becomes dependent on Wi-Fi, battery life, and brand spin.
๐ฃ ๐๐ฎ๐๐ฅ๐ข๐ ๐๐จ๐ง๐ฌ๐ฎ๐ฅ๐ญ๐๐ญ๐ข๐จ๐ง ๐ข๐ฌ ๐จ๐ฉ๐๐ง ๐ฎ๐ง๐ญ๐ข๐ฅ ๐๐ ๐๐๐๐๐ฆ๐๐๐ซ ๐๐๐๐.
This is your chance to ask better questions โ and insist that food safety doesnโt get diluted in the name of โinnovation.โ
๐ ๐๐๐ฏ๐ ๐ฒ๐จ๐ฎ๐ซ ๐ฌ๐๐ฒ ๐ก๐๐ซ๐: Proposal to enable a limited trial of digital labelling on certain imported food products
(Look for MPIโs SurveyMonkey link on the page.)
Letโs make sure digital progress doesnโt replace real transparency.
Your voice matters โ especially on something as fundamental as what we feed our families.