FoodSure aims to restore consumers' trust in their food purchases by providing quality assurance in the form of its SureMark sign. Many suppliers are not transparent and do not have enough control over their supply chain. Following stringent verification and testing processes, the sign will be issued in recognition of those suppliers who value the quality and consistency of their product.
The mark will be the means by which these companies can take steps to make sure that their sector is beyond reproach, rather than a way of outing entities that are not transparent, explains Rogaly.
She explains that the recent meat scandal was the catalyst that prompted this move, as it is just the latest in a long list of contaminated food products, such as melamine in dog food and baby formula as well as toxic Sudan Red in foods. "The list is endless, so it was time that someone stood up to restore consumers' trust in food producers and the retailers where they buy groceries."
According to multiple reports, a University of Stellenbosch study found that nearly 60% of 139 tested meat products had ingredients such as donkey, water buffalo, goat and pork, which were not listed on the label.
Although these quantities may have been minute and within thresholds, the fact that they were not disclosed on the label is enough to cause consternation among consumers, says Rogaly. "Apart from concerns that some of the undisclosed meat may have offended some people's morals; there are other aspects to be worried about."
Rogaly, backed up by a business network that includes legal, marketing, food and consumer law experts, set up the independent certification and verification company that will make use of the CSIR locally. "This ensures that our testing levels and standards are beyond reproach," says Rogaly, also MD of the company.
In order to ensure that its exacting standards are carried through in every step of the verification process, the company has made a significant investment into all the elements necessary to analyse, evaluate and certify the food products. From its exclusive partnerships with internationally recognised scientific institutes and the access to its state-of-the-art equipment, to its extensive relationships with industry-leading corporations and individuals, it has invested time, money and expertise to guarantee the integrity of its SureMark.
Regulations relating to the Labelling and Advertising of Foodstuffs, which came into effect last March, requires that food must be described in a way that that the information about contents or composition of a product is indicated closely to its name. In addition, the description should be legible and contents should not be misleading, or aimed at deceiving consumers.
Rogaly says there is clearly a need for tighter policing of labelling, to make sure that what the label says is in the box, is what is actually in the box.
Any consumer-facing company that supplies food products can sign up for its products to be assessed. "The verification process will give consumers the assurance that they are dealing with a reputable company, from meat processors to retailers and casual dining restaurants, it will be a stamp that will set them above those that do not have their products tested, and brings with it something that money cannot buy: peace of mind."
Companies that subject themselves to the stringent verification process will pay for the right to carry the stamp, with the cost of the testing borne by FoodSure. Rogaly emphasises that this is a typical practice within the food and beverage sector. "Just because we are being paid by the company whose products we are testing does not mean we are not independent. We have to get this right; we owe it to consumers who have lost trust in South African food suppliers."
For more information, go to www.FoodSure.net.
