Product claim threats

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1 Module 2, Lesson 2: Product claim threats Lesson guide

What we ll learn What you ll need Product claims Which claims to include Scoping product claim threats What you ll need To carry out the

products (and product codes) Consumer product printed packaging Product for further manufacture - finished product specifications Product

There are lots of different types of claims. Below we ll go through each type and explain each one.

For example: Madagascan vanilla Welsh butter Californian raisins Farming methods Farming method claims provide a statement about how the

2 What we ll learn What you ll need Product claims Which claims to include Scoping product claim threats What you ll need To carry out the product claims scoping exercise, to establish which product claim threats you need to include, you will need: A list of all your finished products (and product codes) Consumer product printed packaging Product for further manufacture - finished product specifications Product claims A claim is: A statement made about the product, that adds value and gives the customer an expectation. There are lots of different types of claims. Below we ll go through each type and explain each one. Provenance claims A provenance claims, provides a statement about where the food has come from, such as a country or region. For example: Madagascan vanilla Welsh butter Californian raisins Farming methods Farming method claims provide a statement about how the product was bred or reared, such as: Free-range Organic Catching methods Claims about how fish were caught can add value to the product, as it shows that the product comes from a sustainable source, such as: Wild Pole caught Line caught

3 Certification to standards Products can claim to be approved by particular certification standards, some examples of these are shown below. Ethical claims Ethical claims are claims like vegetarian or vegan, where the product meets the ethical views of the consumer. Production principles حالال Statements which declare that the product meets certain production principles, such as Halal and Kosher. Nutritional and health claims Nutritional and health claims are statements, such as: 10% less fat With added vitamins and minerals High in fibre Low in cholesterol Contains omega 3 Compositional claims Some compositional claims are legal requirements and others are made as a statement of quality. They can be claims such as: Alcohol % Meat content Cocoa content in chocolate Fat content in dairy

Production techniques Some claims about the techniques that have been used to produce the product can add value, such as: Handmade Traditional Pure Natural Matured

Such as: Dairy free or gluten free GM free No artificial colours or preservatives Species and variety claims Where the product specifies the type of produce, or a

These include claims, such as: Senga strawberries Alphonso mango Cod Beef Use of licensed logos The addition of logos where product is made under license are

4 Production techniques Some claims about the techniques that have been used to produce the product can add value, such as: Handmade Traditional Pure Natural Matured for 28 days Free-from claims Claiming that a product is free-from a particular allergen, or omitting ingredients to make them more premium, are claims. Such as: Dairy free or gluten free GM free No artificial colours or preservatives Species and variety claims Where the product specifies the type of produce, or a particular cut of meat or fish, can add value to the product. These include claims, such as: Senga strawberries Alphonso mango Cod Beef Use of licensed logos The addition of logos where product is made under license are claims, such as products made for Disney or where a particular celebrity chef name has been used. Sections within subsection The specification of a particular brand of ingredient is a claim; such as the use of Jack Daniel s whiskey in a sauce, or a Cadbury s chocolate in an ice cream.

5 Which claims to include We need to be really clear about which claims we include, and which are not claims and therefore, should not be included. What not to include: Claims made within the ingredient declaration Claims made within the nutritional panel or traffic lights Only include claims that pick out specifics and highlight them. Including claims within the name of product and the description Scoping product claim threats The following shows the scoping exercise for claims, for the example product Luxury Scotch Egg. Templates To complete the scoping exercise for the claims, you will need two templates: The product claims template and the threat scoping template.

Each claim is then assessed, to establish if the claim could be affected by a raw material.

6 Example product Luxury Scotch Egg Completing the product claims assessment template The packaging is assessed and the claims are listed on the sheet, as shown below. Each claim is then assessed, to establish if the claim could be affected by a raw material. Where the claim can be affected by a raw material, it is then transferred to the threat scoping template.

7 Transferring the claims to the threat scoping template Where we have said yes the claim could be affected by a raw material, on the product claim assessment, this means we need to transfer them onto the threat scoping template, as pertinent threats. We add these product claim threats to the relevant column, in the threat scoping template, as shown below. What we ve learnt To complete the product claims assessment, we need a list of all your finished products (and product codes). Plus, either printed packaging for consumer products, or for products for further manufacture we need the finished product specifications. There are a number of types of claims: Provenance Farming methods Catching methods Certification to standard Ethical Production principles Nutritional and health Composition Production techniques Free-from Variety and species Use of licenses Branded ingredients The ingredient declaration and nutritional panel is not used in the assessment. Only claims that are detailed elsewhere are included. To assess the claims that could be at risk from food fraud threats we list out the claims for each product, then work out if the claim could be affected by the raw material. Where it is, the claim is moved to the threat scoping document against the relevant raw material.

Exercise Scope out your product claim threats Right, it s your turn to have a go! Add your products to the product claim assessment template and then work through each product, listing the claims.

8 Exercise Scope out your product claim threats Right, it s your turn to have a go! Add your products to the product claim assessment template and then work through each product, listing the claims. Then assess each claim, as to whether it could be affected by the raw material. For those that are, then move them to the threat scoping template that you have already started to complete in the previous lesson. Once you ve done that, move onto the next lesson and we ll look at the last part of the scoping exercise, to scope out the supply-chain threats.

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Module 1, Lesson 1: Food fraud. Lesson guide

Module 1, Lesson 1: Food fraud Lesson guide What we ll learn Food fraud The consequences of food fraud Threats and vulnerability TACCP and VACCP Food fraud When we think of food fraud, we think of the