Sustainable palm oil logo draws a blank with consumers
Just 3% of British consumers recognise an on-pack logo launched in 2010 to promote the sustainable production of palm oil, an exclusive survey for The Grocer has revealed.
The Roundtable on Sustainable Palm Oil (RSPO) logo was the least recognised out of a sample of five on-pack trademarks featured in the YouGov poll. That compared to 86% recognition of Fairtrade’s logo, 48% for Red Tractor, 38% for the Rainforest Alliance and 11% for the Marine Stewardship Council.
The RSPO logo was also least likely to affect a shopper’s decision to buy a product, with only 26% saying it was likely or very likely to inform their purchase choice.
According to the RSPO, just 13 companies have applied for a licence to use the logo.
“It’s pathetic. We need more bravery,” said RSPO secretary general Darrel Webber. “Consumer goods brands aren’t using the logo because they’re afraid it will be seen as a mark of sin instead of a badge of honour.”
Palm oil is estimated to be present in half of all grocery goods.