Current UK food labelling regulations are "confusing, inconsistent and unfair" to the consumer and domestic producer, according to National Farmers Union Scotland (NFUS).

The union has published a new paper, titled "Fair Labels, Fair Markets", which calls for reform of the food labelling rules and sets out a series of recommendations to improve transparency across the food system.

The release of the paper was timed to coincide with the union's 2026 annual general meeting (AGM), which takes place today (Thursday, February 5) and tomorrow (Friday, February 6).

Scottish Labour politician serving as Member of Parliament (MP) for Midlothian Kirsty McNeill is scheduled to address the AGM today.

According to the NFUS, this provides the union with the opportunity to highlight its proposals to her directly.

NFU Scotland president Andrew Connon said: “Consumers in Scotland care deeply about where their food comes from, but they’re being let down by vague and misleading labels.

"At the same time, world-class food produced by Scottish farmers and crofters is too often undermined or co-mingled with imports that don’t meet our standards.”

According to the NFUS paper, over 80% of consumers say origin matters to them, yet fewer than half feel they can easily find that information when shopping.

The NFUS called on the UK government to act on eight key priorities:

Label food clearly, wherever it is sold;
Close the loopholes on processed meat; processing should not erase origin labels;
Put origin on the front, not in the fine print, and make it clear, visible and honest;
End vague labels like “mixed origin”; people deserve to know what they’re buying;
Protect flags and provenance; do not let imported products borrow Scottish branding or national flags unfairly;
End the use of fake farms; marketing should celebrate real farms, not invented fictional ones;
Introduce legal protection for meat products: Stop plant-based alternatives from using names or branding that imitate traditional meat and mislead consumers;
Enforce tougher rules and report on them.

NFUS CEO John Davidson, who spearheaded the development of the paper, said: “These aren’t abstract principles, they affect everyday decisions in shops, restaurants and supply chains.

Davidson also added that NFUS is keen to work with all levels of government and industry to deliver reforms that support national goals on food security, sustainability, and local sourcing.