Clearly Communicating The Characteristics Of A Product Is A Duty

For several years now, the number of critical consumers, meaning those who pay attention to the characteristics of the products they are purchasing, has been on the rise. There are an increasing number of people who are not taken in by a beautiful label, but rather prefer to read and understand its contents. These are consumers who independently choose what to purchase on ethical, environmental and health criteria rather than relying on the convenience and self-glorification of the producer.

Market trends indicate an ever-increasing demand for vegan products and we increasingly see products characterized as such on supermarket shelves. But are all the products that claim to be vegan really vegan?

While just a few years ago consumers found it difficult to find vegan or plantbased products, nowadays it can be difficult to navigate among the myriad of brands, symbols and slogans that ascribe this characteristic to products.

If consumers have the right to make conscious decisions about what they purchase, then it should be required that the information relating to the marketed product is reported properly. This is precisely what the V-Label brand sets out to do, by assisting manufacturers to properly report the vegan characteristic of their product and allowing consumers to make well-informed purchasing decisions.

The V-Label brand predates the vegan or plant-based trends currently dominating marketplaces: it was established in 1976, and has from that time always been a trusted guide for consumers.

Easy to recognize, it is currently the leading brand in the vegetarian, vegan and raw vegan product certification and identification industry.

International in scope, the brand is easily the most recognized by consumers around the world. Despite its extensive and widespread use, the brand has upheld the uniformity of contents and criteria for awarding the brand certification in order to ensure consumers and producers the same level of quality controls regardless of where individual items are produced or sold.

The V-Label brand has never permitted self-declaration as a method of verification: every ingredient, coadiuvants, and production method is verified by means of document checks and frequently inspection visits in order to safeguard consumers’ freedom of choice.

Clear and unambiguous, it is a valuable ally for companies wishing to enter the vegan and plant-based market with transparency. In fact, by emplying scrupulous controls, V-Label is able to declare products suitable on the basis of the criteria established by the major European Vegetarian and Vegan Associations.

Protecting consumers’ ability to make informed purchases and helping companies to properly address the ever-growing vegan demand is our duty, just as the freedom of choice of those purchasing and producing is a right that must be safeguarded.

www.vlabel.org segreteria@vlabel.it