In an age of viral soundbites and influencer-driven narratives, misinformation is no longer confined to fringe corners of the internet. It is increasingly shaping public perception, and potentially policy, in ways that threaten reputable industries.
This is manifesting itself in the food and consumer goods industry. Food companies, brand owners and retailers are having to contend with a rising tide of misleading and inaccurate information about their products. This eminates from social media influencers and podcasters, but is often then seized upon by traditional media or other sources typically considered to be more reputable.
The honey sector is a prime example. British honey companies, importers and packers have in recent years had to contend with a barrage of misinformation. Allegations of widespread adulteration, the implied inferiority of blended honeys, and the idea that affordable honey should be frowned upon have gained traction, despite lacking credible evidence.
While I won’t speculate on the motives behind these claims, many of those driving this narrative have openly stated their belief that honey imports should be stymied to ensure honey becomes a premium product, sold at a premium price to those who can afford the luxury.
Yet UK beekeepers, like their European counterparts, cannot meet domestic demand, and the UK imports the vast majority of its honey from over 20 countries worldwide.
The truth about honey
Let’s be clear: contrary to the narrative increasingly being pushed, there is no credible scientific or regulatory evidence to support the claim that honey sold on UK supermarket shelves is an issue for concern (as UK food authorities have attested to).
Honey sold on UK supermarket shelves by British Honey Importers & Packers Association (BHIPA) members is rigorously and repeatedly tested at different points in the supply chain. Most supermarket honey can be traced directly to the beekeeper, regardless of country of origin – a fact routinely and wilfully ignored by critics of imported honey.
Some self-styled consumer advocates continue to promote unvalidated testing methods (often commissioned by themselves), claiming they reveal widespread fraud.
These unproven and emerging tests are not recognised by any leading food authorities or the independent UK-based academics who have been studying honey analysis for decades. Moreover, databases used for these tests, which should capture the natural range of compounds in different honeys, are not up to standard or in any way independently administered or validated.
As a result, these tests currently discriminate against honeys from certain geographical regions, such as Asia, the source of many European and British honey imports. This creates a distorted picture that unfairly targets legitimate products from reputable honey importers, putting them at a competitive disadvantage, which, if continued, will ultimately negatively affect British retailers and consumers.
Provenance and quality
Honey testing is an immensely complex and scientific process. With trillions of bees visiting countless floral sources, the diversity of honey is vast. That’s why members of BHIPA continue to advocate for robust, science-based regulation and testing – not only to eliminate the potential for substandard products, but to reassure consumers about the provenance and quality of the honey they buy.
Any new testing methods must be grounded in solid science, independently administered, and clearly defined in scope. As is currently the case, a weight of evidence approach, with full and comprehensive traceability requirements, should remain central to protecting consumer trust.
Retailers and food manufacturers should welcome the growing consumer interest in food origin and quality. It’s an opportunity to showcase the strength of their supply chains and the integrity of their brands.
But that opportunity is undermined when misinformation – often driven by unverified claims and questionable testing – is allowed to dominate the conversation, creating unnecessary concern and unfairly tarnishing the reputations of reputable honey importers and their brands.
Consumers deserve transparency, not confusion. And the UK honey sector deserves a fair hearing; one grounded in science, not misinformation.
Tim Read is chairman of the Honey Association (BHIPA) and vice president of the Global Honey Organisation
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