Stopping by Product Date Labels on a Snowy Evening

By: David Fikes, Vice President, Consumer/Community Affairs and Communication, Food Marketing Institute 

The FMI and GMA initiative calling for a voluntary industry-wide streamlining of Product Code Date Labeling language has taken the big step of agreeing on the terminology – “BEST if used by” for shelf stable products when the date label conveys quality information and “USE by” for select perishables when the date carries more of a message of material degradation or potential safety concerns. The announcement last week garnered almost universal acclaim from consumer groups, government entities and a wide-ranging variety of media outlets for bringing some clarity to something that has confused consumers for years. 

Bringing the industry together to agree on a common date-label language was a crucial first step, but it was only that; a first step. Much work remains to be done to bring this acclaimed initiative to fruition. There will be cross- industry task forces assembled to continue the work in three important areas: 

1.  Developing guidance regarding what products should bear the “BEST if Used by” label and which should utilize the “USE by.”  We want to provide clear guidelines, while respecting the need for a voluntary system to remain flexible. 
2. Determining the industry posture regarding proposed legislation making product code date labels federally mandated and regulated.
3. Beginning to shape a national consumer education campaign so that when we have reached critical market penetration with the new streamlined product code date labels we can promote the initiative with information for  shoppers  promoting proper  understanding and  use of the labels.

The working group that developed the language drew upon experts from every food manufacturing, supermarket category, and operational department. Likewise, those asked to serve on these various task forces will be representative and cross functional, but we will also be drawing more heavily upon the particular disciplines required for each task. For instance, the guidance task force will, out of necessity, have numerous food safety, regulatory and supply chain operations experts. The second task force will draw more heavily upon government affairs professionals in the food industry. And finally, the third will rely heavily upon the communications, marketing and consumer affairs practitioners within GMA and FMI member ranks. 

In the wonderful words of Mr. Frost, regarding this initiative, “we have promises to keep and miles to go before we sleep.”