Country-of-Origin Labeling Prior to and at the Point of Purchase: An Exploration of the Information Environment in Baltimore City Grocery Stores
2014
Lagasse, Lisa P. | Love, David C. | Smith, Katherine Clegg
The country-of-origin labeling (COOL) law requires United States grocers to indicate the origin and procurement method (farm-raised or wild-caught) for seafood. This study explored the presentation of COOL on fresh, frozen, packaged, and unpackaged seafood in Baltimore City grocery stores. Eight stores were visited bi-monthly to photograph seafood labels, and circulars were collected weekly from fourteen stores over three months. Ninety-six percent of products were labeled correctly. Forty-eight percent of advertisements included COOL. While in-store labels did not highlight COOL, advertising featured references to domestic and wild-caught seafood, signaling to customers that these are high-value product qualities.
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