Parliament, member states strike deal on ‘breakfast directive’ to combat food fraud

European Parliament and member states struck a deal late on Tuesday (30 January) on the so-called ‘breakfast directive’, which includes improving transparency on the origin of honey, one of the most adulterated foods.

Under the current EU rules, honey pots must show the exact country of origin if the product comes from one country, but things become confusing for blends of honey from different origins. Labels either state, “blend of honey from EU and non-EU countries”, “blend of honey originating from the EU”, or “blend of honey not originating from the EU”.

The situation becomes even less transparent when considering the results of an EU study that found that nearly half of all EU honey imports are likely fraudulent.

“Marketing standards ensure that the food we consume is of high quality. The deal we have reached today on these revised standards will empower consumers to make well-informed choices regarding the food they consume and will help combat food fraud, ” said David Clarinval, deputy prime minister of Belgium and minister for agriculture.

The agreement, to be soon rubber-stamped by the Parliament and the Council, establishes that the countries of origin must be indicated on the label accompanying the product’s name in descending order, based on weight. 

Also, the percentage coming from all countries must be indicated. Member states may opt to display the four most significant shares, but only if these represent more than 50% of the weight of the blend.

The Commission shall verify the feasibility of a system enabling consumers to trace the honey back to producers. A platform of experts will support the EU executive to develop further methods to combat honey fraud.

As recalled in the Commission proposal presented in April 2023, the renewal of the so-called ‘breakfast directives’ overhauled the marketing standards established in seven directives dated 1999-2001 to help consumers make more informed and healthier choices. 

Besides honey labelling, changes include new rules for jams, marmalade, and fruit juice and clearing the way to manufacture lactose-free dehydrated milk.

Sugar in fruit juices and jams

To raise the consumer’s awareness of the sugar content in fruit juices, the EU will allow three new categories of product: “Reduced-sugar fruit juice” if at least 30% of naturally occurring sugars have been removed. No sweetener is used to compensate for “reduced-sugar fruit juice from concentrate” and “concentrated reduced-sugar fruit juice”.

Also, the label “contains only naturally occurring sugars” will be allowed.

The EU will increase the minimum fruit content required to market jams and marmalades. The general rule will be that at least 450 grams of fruit must be used to produce 1 kilo of jam and marmalades (100 grams per kilo more than today). 

The two co-legislators agreed to allow the use of treatments that produce lactose-free dehydrated milk products.

The Parliament called for the mandatory labelling of the country of origin of the fruit used to make fruit juices, jams, jellies, marmalades and sweetened chestnut purée, but no agreement was reached. 

According to the member states, a provision as such would require an assessment of the impact on producers and consumers. The Commission will prepare a report on the topic within 36 months of entry into force of the directive.

Read more with Euractiv

Geopolitics expert: EU needs less politics, more strategy for agriculture

Ongoing farmers' protests can be partly attributed to the lack of consideration EU society and policymakers give to agriculture in general and geopolitical terms, Sebastien Abis, director of the agricultural group Club Demeter and research fellow at thinktank IRIS in France, told Euractiv.