Rice Market: Louisiana Makes Truth in Labeling the Law

Green Giant Riced Vegetables

With final passage and signature of SB152 – Truth in Labeling, Louisiana has made it official and joins the growing list of states protecting consumers from mislabeling of products and demanding manufacturers adhere to “truth in labeling.”

“It is our responsibility to protect the consumer and the integrity of the agriculture food product,” said the state’s Agriculture and Forestry Commissioner Mike Strain.  “The consumer has the right to know what they are buying and the public has entrusted us to let them know they are being told the truth about the product they are buying.” Many in the wine industry talk about the new things in label design that is revolutionizing the industry. These are people who point out that there are new label papers, applications using foil, embossing techniques, shrink sleeves, colors, and scannable labels (QR). Yes, there are some nice new look to wine labels. But, a new approach that will capture the imagination, utilizes captivating technologies, combines tantalizing colors, and has proven research indicating customers are compelled impulsively to pick up and handle the product upon which the label appears. When was the last wine label you saw was one you could experience?  That new label product being promoted to the wine industry is a hologram. Holograms have been around commercially since the mid-70’s. The National Geographic Magazine introduced a small holographic image of an eagle on the cover of a monthly issue. I saw it and was amazed that you could see on side of the eagle and then the opposite side by simply rotating the cover of the magazine. In the label manufacturing, distinction is present among the roll and sheet shield. For the best  online quality assurance label store visit us now. Necessities are usually not as much of significant for roll function. Sheet application wants pressure-sensitive adhesive with adequate anchorage to put off dragging out but adequately low approach intensity to stop gumming of the guillotine. Labeling machines for roll and sheet labels have been developed. Labeling speeds as high as 240 labels min are achieved. Application of small roll labels needs almost no mechanical lamination. As is known from pressure sensitive adhesive testing practice, a loop tack test simulates the real application conditions of labels. They are blow onto a surface using air pressure.

The new law takes effect on October 1, 2020.

“We want to thank the bill’s co-sponsors, Senator Thompson and Representative Stefanski, along with Commissioner of Agriculture and Forestry Dr. Mike Strain for their leadership,” said Jackie Loewer, Louisiana rice farmer and chair of the Louisiana Producers Group.  “They reached out to us [Louisiana rice producers] and the other agricultural commodities, to make sure this legislation was beneficial to both the farmer and the consumer in addressing the issues we face with the increasing mislabeling trend.”

While the legislation covers a wide range of commodity products, the establishment of a “standard of identity” for rice and the other commodities, is a significant step in the efforts to get the U.S. Department of Agriculture (USDA) and the Food and Drug Administration (FDA) to adopt similar standards for the American consumer.

Ross Thibodeaux, a rice farmer from Midland, testified about rice pretenders before the state’s House Ag Committee, saying, “We are proud of our stellar reputation as an industry, and it should be no wonder that anyone in the food business would gladly want to tout this marketing message that consumers have come to trust and respect.  Various food companies have become increasingly emboldened in their marketing and sales strategies to advertise their vegetable products as if they were rice.  Let me be clear, rice is a grain.”

USA Rice has been raising the issue of rice pretenders and the need for a federal Standard of Identity (SOI) for rice with FDA for several years.  USA Rice maintains that an SOI is needed to combat deceptive and misleading advertising of these non-rice products and will continue to press the issue.

“The Louisiana law just adds to our arsenal of tools to press for more action against offending products and as more states join the ranks of Arkansas and Louisiana it helps shine a light on the issue at a national level.” said USA Rice President & CEO Betsy Ward.

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