INDUSTRY'S "GOLDEN GOOSE" BEING MAULED-NEW PACKAGE POLICY

Exploitation of the consumer by some of the manufacturing industry players through out the world through deceptive practices is well known. While some countries have liberal rules that consistently favor the industry there are others who impose rigid rules for preventing the exploitation of the consumer. Most commonly observed strategy for the manufacturers has been to psychologically defraud the consumer through manipulation of size, shape and quantity of contents in a pack. With the help of computer wizards pack size and shape can be manipulated to appear bigger than what they are in reality with contents being same or less than what one would expect. In India biscuit marketing is an example where packs are designed for rounded prices like Rs2, 3, 4, 5 etc and as and when the industry wants to raise the per unit price the quantity in individual pack is reduced mercilessly without raisin the price of the pack while over all appearance looks almost same from the perception of the consumer. During the last 3 years the Rs 2 pack of Glucose biscuit has seen a reduction of contents to the extent of almost 15-20% without the consumer being aware of it in absence of a provision that mandates declaration of the price per a standard unit like kg or liter. This lacuna is sought to be addressed by the recent implementation of the Metrological Rule of 2011 with effect from November 1, 2012. Here are further details on this action by GOI.

'The Government on Thursday in the interest of common consumer said from today onwards 19 commodities of day- to-day use like bread, biscuits, tea etc. can be sold in specified standard packs only. Ministry of Consumer Affairs, Food and Public Distribution had issued a notice on June 05, 2012 in this regard by amending Legal Metrological (Packaged Commodities) Rules, 2011.Manufacture, packing or import of these 19 commodities in non-standard packs will invite penal action.The commodities include baby food, weaning food, cereals and pulses, coffee, tea, milk powder, rice, salt, soaps, paint varnish, cement in bags,  mineral water and drinking water,  aerated soft drinks, non-alcoholic beverages,  non-soapy detergents, edible oils vanaspati, ghee and butter oil.  However non-standard packs which have already been manufactured and packed on or before Oct. 31, 2012 and are ready for sale in different retail outlets, have been exempted from penal action. Controllers of Legal Metrology in all the states and UTs have been asked to ensure strict compliance of the order".

The action by GOI is indeed a welcome development for the harried consumers of the country. Though one would have liked to see this rule applied to all consumer products, limiting it to 19 selected commodities can be seen as a beginning. It is surprising that products like sweetmeats and savories are not covered which generate a business of over 10, 000 crore every year. It is here that the manufacturers do maximum manipulation with regard to pack size, shape and content. With nitrogen flushing commonly practiced in pillow pouch packing, large sized packs inflated with nitrogen can confuse the consumer if the quantity within the packet varies for different brands. For example a Rs 5 pack potato chips pack may look big in appearance while it may contain hardly a few pieces of chips. One can only hope that these rules will be made applicable to all processed foods progressively in the coming months.

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com

  

FOOD "JUSTICE"-A CONTROVERSIAL THEME!

The new policy being implemented in New York state for banning sale of sugary beverages in sizes beyond 16 oz is considered a controversial one because some civil rights activists feel it restricts the personal freedom conferred on them by the constitution to eat what they want without any interference from the government. Probably these critics have a case but they forget that beyond an individual, one has to think of the society in which the individual lives and it is inconceivable that unfettered personal freedom can impose misery on the society as a whole. Obesity may be a problem with an individual but what does it cost the society when its members become bloated figures because of "irresponsible" eating? Mind boggling medical costs and unbearable welfare costs to support such a population! There is no way a responsible government can act other than putting in reasonable restrictions on individual freedom vis-a-vis food consumption. After all the new policy does not bar an individual from consuming more than one unit of 16 oz bottle, if he or she is hell bent on developing obesity! Here is a commentary on the latest Soda sale restriction in the US. 

"The idea here is, you tend to eat all the food in the container in front of you," said Bloomberg. "If it's a bigger container, you eat more. If somebody put it in a smaller glass or plate or bowl in front of you, you would eat less." Plates or bowls?  Sounds like six inch dinner plates and tiny forks are right around the corner. These enlightened and progressive ideas aren't confined to the City of New York. In San Francisco, McDonalds can no longer have a toy in its Happy Meals because it makes kids want to buy them. That's just the kind of common sense legislation we need. "We're part of a movement that is moving forward an agenda of food justice," said Supervisor Eric Mar, who sponsored the measure.  Who could disagree with the noble idea of "food justice"? Parents can't be expected to know what's best for their children. We need wise government officials to force us to make the right decisions. But why stop there? Obesity has reached epidemic proportions, costing this country billions in health care. Let's take our quest for "food justice" to the local grocery store. Why should anyone need to buy a pound of bacon all in one package? Let's sell it by the slice. If you want a bunch of bacon, you're going to have to buy and unwrap each slice. That ought to slow you dummies down. The days of buying huge bags of potato chips are over; four ounce maximum from here on out. We're not going to take away your right to buy lots of bacon and chips, just make it really annoying.  Our lack of exercise is also a major contributor to our bulging waist lines. We have turned into a nation of couch potatoes. In the days of sixty inch, high definition televisions, who can resist watching our favorite programs for hours on end? Certainly, the average Joe is just too weak and ignorant to resist the lure of the Lazy-Boy. From this point forward, no television should be any bigger than twelve inches, and we should go back to black and white. But that's probably not enough. We need to get people to the gym. Don't worry, we're not going to round you up and drag you to the State Fitness Center. But, if you don't join a gym, you're going to have to pay a small tax or fee. Maybe we could even have the people running on tread mills that generate electricity. We could support the green movement and defeat obesity all at the same time. Who could be against that?

The Soda sales ban should be applicable to every other food considered not healthy including sweetened products, high fat foods and meat preparations. The new trend in the food industry in downsizing the pack sizes to make the food affordable to more and more people because of economic recession, may be a blessing in disguise because it can have some influence in restricting the quantity consumed by individual consumer. In this context one has to appreciate the developments in India where, for economic reasons, consumer pack sizes are being tuned to the buying capacity of the majority consumers and if Indian market is flooded with mini packets costing Rs 2 to Rs 5 containing comparatively smaller quantities, it is bound to have a health benefit also! American food Industry is learning this lesson late and the philosophy of New York state in controlling the sales of jumbo packs must be translated into practice by the manufacturing sector as well as the food service organizations.

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com