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Are we a nation of halfwits?
The last time I looked we had a literacy rate of over 90% so on an average day that would make most adults with the ability to distinguish if their food was edible or not, irrespective of the 'sell by date' or 'consume by date'. Surely if it smells bad don't eat it!!?
This would make more sense than another logo to add the the plethora of logos that appear to confuse shoppers or at least it is purported to be confusing.
Keep it simple and perhaps schools, who still teach cooking, can help too. Just an idea.

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