“Misleading” and “inconsistent” labels make it hard for shoppers to know where their food comes from, the consumer champion Which? has said, as it found supermarket chains were selling products with “meaningless” statements on their packaging. Retailers must supply the “country of origin” for specific foods including fresh fruit and vegetables, unprocessed meats, fish, wine and olive oil but the rules do not generally apply to processed meat or frozen or processed fruit and vegetables. However, Which? researchers on store visits found that, even when the country of origin was required, it was sometimes missing in store, as was the case with loose cauliflowers, courgettes and onions at Sainsbury’s and peppers, melons and mangoes at Asda. Two-thirds of people surveyed by Which? said they thought it was important to know where fresh fruit and vegetables came from. Half of respondents said it was also important to know the origin of processed and tinned meat. Which? also highlighted inconsistencies. A whole own-label pineapple in Tesco carried the country of origin, while a packet of pineapple chunks in the next aisle did not. This is within the rules but not particularly helpful for shoppers, the consumer group said. In other cases, Which?...