How Hong Kong's food labels only tell part of the story
Food companies use labelling to cash in on sustainable, ecological and healthy eating trends
In a world whose love of labels is no secret, Hong Kong leads in the romance department. Our culture celebrates success with expensive watches, designer handbags and the perfect address.
When I was working as a headhunter, I met employees who would leave their job for the same pay with a new job title or a branded logo on their business card. Historically, we relied on labels as a reputation of quality but these days history is turning its back.
Today's corporations use the traditional convenience argument and million-dollar pitches to make their mark in the expanding health and wellness market. They count on customers not having the time to do their homework as shortcuts are taken and "green washing" takes hold.
When I recently received a wild Hereford beef food promotion, I was curious. Having grown up on a Hereford farm, I know Hereford is one of the original domestic cattle breeds. When asked, the restaurant owner said the beef was "raised wild" in Australia.
After finding nothing in search results and no mention of wild on the Australian Hereford Society website, I narrowed my search to "wild Hereford" and the only results returned were from Hong Kong restaurants promoting the wild Hereford brand.