Professor Tim Lang, inventor of the phrase 'food miles' has expressed concern about the prevailing thinking on consumer choice. He asks why the consumer is being left to agonise about complex ethical issues, often without adequate information to inform their decisions. Instead he calls for 'choice-editing' by major retailers, asking them to take more responsibility, and make most of these decisions before products hit the shelves.
"The food-miles debate is just a weather vane in my view about whether we are shifting our food culture in Britain from 'value for money' towards 'values for money', or whether we continue with the frankly absurd rhetoric about consumer choice and consumer sovereignty when the reality is that research shows consumers broadly trust the retailers." he recently stated in the Guardian.
Professor Lang cautions that for retailers to start making these decisions there now needs to be more involvement and regulation by the government. He emphasises that individuals cannot control retailers like Tesco, and those in power must ensure that the we can trust the choices already being made on our behalf.
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