27
FOOD
shift towards clarity and honesty.
Brand trust ranked highly - but trust
isn't just a logo, it's built over time
through consistency, transparency
and truth. Many shoppers have
lost faith in vague claims and
legacy standards. What consumers
want now is straightforward, nononsense communication.
If a
sandwich contains genuine, premium
ingredients, they want to see that
clearly on-pack. When brands get
that right, this research shows
consumers are willing to pay more
for it."
To meet this demand, Futura
Foods is placing greater emphasis on
how it communicates the provenance
and authenticity of its dairy
products. As part of this, they are
leading in support of transparency as
the first dairy company to establish
and implement isotope testing within
the continental dairy industry with
strategic partners Food Forensics, to
scientifically verify milk origin claims
for Greek and Cypriot cheese - an
approach that supports the integrity
of Protected Designation of Origin
(PDO) labelling.
Verification
With consumer expectations shifting
towards greater clarity and honesty,
proving quality, not just claiming it,
has become essential. This level of
verification helps protect the entire
supply chain - ensuring farmers are
paid fairly for what they produce,
retailers have confidence in their
suppliers and consumers know
they're getting what they're paying
for.
Mediterranean dairy specialists
Futura Foods launched the YAMAS!
brand into UK Retail and Food
Service markets in 2012. YAMAS! is
an authentic Greek & Cypriot dairy
brand YAMAS! is a celebratory term
in Greek. It incorporates a range of
multi-award winning PDO cheese
and yogurts, including Greek feta,
halloumi, halloumi fries, grilling
cheese with chilli and Authentic
Greek yogurt. Whipped feta is the
latest addition to the range.
*Research methodology: All of the
questions were answered by a
demographic of consumers that: Are
'Food to go' buyers at least fortnightly.
Qualified by answering 'yes' to a
frequency at minimum of 'at least
fortnightly'. Demographic of 258
participants.
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