Bev Wilson, head of marketing at AFS, said it was close to establishing thresholds for what percentage of ingredients must meet its standards. This would allow some composite products that include assured and non-assured ingredients to carry the logo for the first time.
Thresholds would be set on a product-by-product basis, she said. At the moment, the logo only appears on primary foods that meet the AFS standards.
AFS said it was looking to target cereal-based foods first. “There has been a lot of investment at the grower end in assured cereal but we are not seeing a big pull through of product,” said Wilson.