Label narrating:sustainability becomes value

The quality of the product is determined by the relationship between the environment, man and tradition. The emergency we are experiencing can really revolutionize the way we conceive the intrinsic value of the products we buy every day by focusing on two pillars: fair compensation for workers and the promotion of an organic cultivation method capable of protecting the environment and our health.

The narrative label is the innovative way that helps the consumer to understand if a food has been produced respecting the environment and animal welfare.

It does not replace the label required by law, but supplements it by providing various information. For example, if that product was made according to sustainability values ​​or pursuing objectives of social justice.

The communication that normally accompanies the products, unfortunately, does not allow a conscious choice by the consumer who, in almost all cases, must evaluate a product only on the basis of price.

But what's behind a price? Often the quality, which often needs to be narrated and become the true value.

Think that the producer is paid about 20 cents for a kilo of wheat grown with the conventional method (with it an abundant kilo of bread is produced), a liter of milk about 35 cents, a kilo of tomatoes 8 cents.

In the light of these numbers, a complex reality emerges in which the responsible is not only the farmer or the chemical multinationals: we are all consumers who with our choices feed an economic system that can enhance or not a product and its value.

The narrative label can be composed of a common structure, divided into paragraphs, but some elements vary according to the type of product. For example, after an initial sentence capable of creating engagement, the text can be divided into short paragraphs that describe, for example, the variety of a fruit and vegetable product, the production area, the type of cultivation used and the processing.

In general, here is some information that this label may contain:

- raw materials used, cultivars cultivated, sustainable processing techniques, territoriality (Igp, Dop, etc.) and seasonality;

- use of zootechnical and product transformation, marketing and consumption practices capable of protecting biodiversity;

- work ethic that excludes direct or indirect exploitation of workers;

- organoleptic characteristics (eg taste, consistency);

- indication of when the consumption of the product is optimal (seasoning). But not only that, it is necessary to explain how to best preserve it once purchased, to maintain freshness over time;

- food information accessible to people with visual impairments.

A very important element used in the narrative labels of products, for example, of fair trade is the transparent price. The goal is to immediately communicate the costs of the entire supply chain to ensure a fair profit in the production phase (based on the cost of raw materials, the cost of local labor, decent and regular salary for each individual producer) , export or import as well as distribution.

When there is too little space for the contents of the narrative label?

The QR Code that refers to a page of the company website where the contents of the narrative label are shown with a possible integration of videos, infographics and many other multimedia contents that can really add value to the product can help us.

Every single individual, with his daily purchasing choices, is the real engine of the economy and thanks to tools such as the narrative label, conscious producers and consumers can reduce the information asymmetry, giving the right value to products.

 

 

 

Written by Stefania Mangiapane

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