The result is that consumers who are willing to pay a premium for locally grown produce are deceived and genuine local producers find they are uncompetitive.
The deceptive practice, known as "francisation", has recently attracted the attention of the authorities.
The Scope of the Problem
The issue of mislabeling produce is not new, but it appears to have reached alarming levels.
According to a recent report, one-third of fruits and vegetables sold as ‘origine France’ in markets are actually imported from countries like Morocco, Spain and Portugal. The problem is present in both local markets and the supermarket chains.
The investigation by the consumer protection services of the French government (Direction générale de la concurrence, de la consommation et de la répression des fraudes - DGCCRF) revealed a 34% anomaly rate in the origin labeling of fruits and vegetables.
The practice is particularly rampant for seasonal produce such as melons, peaches, and nectarines, which are highly sought after during the summer months.
Methods of Deception
Sellers employing these practices use various methods to mislead consumers. Some of the most common techniques include:
Label Swapping: Unscrupulous vendors remove labels from genuine French produce and attach them to imported fruits and vegetables. For instance, Clementines from Corsica might have their labels swapped with those from Morocco, allowing vendors to charge higher prices.
Dividing Stocks: Some vendors divide their stock of imported produce into two piles, labeling one as French and the other as foreign. This tactic allows them to cater to different consumer preferences while maximising profits.
Reusing Crates: Vendors sometimes retrieve discarded crates labeled as French and use them to display imported produce, a method that makes it difficult for authorities to trace the origin of the produce.
Not only do consumers suffer, but the impact on producers is equally severe, with farmers who adhere to strict quality standards and labeling regulations, as well having as higher labour costs, facing tough price competition from produce abroad. ‘Concurrence déloyale’ is a familiar refrain of French farmers.
Consumer Awareness
Consumer organisations in France are active in warning of the risks. The association 60 Millions de Consommateurs, in particular, has been educating consumers on how to identify and avoid fraudulent produce. Their main tips:
Price Comparison: Be wary of prices that seem too good to be true, especially for out-of-season produce. If a vendor is offering French produce at a significantly lower price than others, it may be a red flag.
Ask Questions: Consumers should not hesitate to ask vendors about the origin of their produce. Genuine vendors will be transparent and provide accurate information. If from France, from where exactly?
Seasonal Awareness: Understand the seasonal availability of different fruits and vegetables to make informed choices. If a product is labeled as French but is not in season, it is likely to be imported.
As a result of the investigation, the DGCCRF have decided to increase their inspection and controls to identify and penalise vendors engaged in the practice. The penalties can be severe, including fines of up to €300,000 and imprisonment for up to two years.
In May, a wholesaler based in Dordogne was fined €50,000, with a 1-year suspended prison sentence, for putting into the market 412 tons of imported fruit and vegetables labeled ‘origine France’. Much of the produce went to major supermarkets.
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