Jam and Similar Products (England) Regulations 2003

George Eustice Excerpts

Wednesday 30th October 2013 Westminster Hall

[The Parliamentary Under-Secretary of State for Environment, Food and Rural Affairs (George Eustice)]

Thank you, Mr Owen. I also thank the hon. Member for Wells (Tessa Munt) for securing the debate, which has indeed gathered a bit of interest. The hon. Lady and I had a dry run of this discussion in the media this morning. I can understand her concerns about some elements of the proposed changes, but I feel that there is a degree of role reversal—as a Conservative who is sceptical about having the EU telling us what to do, I am all up for loosening regulations and letting markets decide, so to hear a Lib Dem taking such a strident position on the issue was surprising.

I come from a family involved in fruit farming. The jam industry is itself important, but having it as an outlet, a market, for the fruit industry is also important. One of the things that I learned, to my cost, while trying to grow strawberries is that a lot of things can go wrong in the fruit industry, whether bad weather, bruising of fruit or pallets of fruit tipping over, so having the jam industry market for some of the damaged fruit is very important. I ought to let the House know that my family’s business, Trevaskis Farm, makes jam for sale in small quantities through the farm shop. I have a little knowledge of the area through that.

To provide the context, the proposed changes to the regulations are part of DEFRA’s contribution to the Government’s red tape challenge initiative. The regulations were one of a number that were identified under the food and hospitality theme that could benefit from improvement and where potential savings could be delivered to businesses. The jam regulations were identified as an area in which we could consider changes that might provide businesses with greater flexibility and less restrictive rules.

One impetus behind the change was a request by some in the industry for the UK to consider taking up an optional derogation in the EU jam directive that permits—but, crucially, does not require—a sugar level lower than 60% to be set, which is something that a number of other member states have already done. The derogation allows member states to set a lower minimum sugar level for jam and similar products.

Organisations such as the Food Processors Association, an organisation that incorporates the United Kingdom Sweet Spreads Association and represents many in the jam industry, were keen for the Government to amend the regulations to ensure that the UK was on a more level footing with other major EU jam manufacturing countries, such as France and Germany.

[Tessa Munt]

The clue is in the title, the Sweet Spreads Association, and that is not jam. The Minister should come cooking with me—I do not know what else I can do, but suggest a master class in jam cookery in DEFRA. Let us have a go. Frankly, if people want to call something a fruit or sweet spread, they may, but they should not be calling that stuff jam.

[George Eustice]

All right. Since that original request, which was for a minimum permitted sugar level of 55%, others have requested that we consider lowering the minimum permitted level even further, to 50%, which would remove the so-called no man’s land that currently exists between sweet spread products, which are supposed to be below 50%, and jam products, which are supposed to be 60% or above.

After considering all the responses, we decided to reduce the minimum permitted sugar level for jam from 60% to 50%, but to retain the national provisions for fruit curds and mincemeat—an issue that the hon. Lady raised later in her speech. That will all be subject to the necessary clearances. The reduction in the minimum permitted sugar level to 50%, however, delivers the greatest flexibility to the industry as a whole, in a way that will not be detrimental to those who are in compliance with the existing regulations and can continue to make their jam as they do now.

The hon. Lady has expressed concerns about the possible impact on British jam, but I believe in the market—the market will dictate what does and does not sell. I mentioned earlier that my own family’s farm business produces small quantities of jam for sale through the farm shop. I took the liberty of talking last night to my mother, who is in charge of making the jams. She said that there has been a trend among consumers over the past 10 to 15 years to seek out products with lower sugar levels. They want products with more fruit and less sugar. We should not resist that, if there is a market demand for such products. They do not have to be the gunge or dreadful products that the hon. Lady mentioned —I assure her that the products sold in our farm shop are very good.

[Tessa Munt]

I have been contacted by diabetics and others who require products with a reduced sugar level and that is fine, but they are always accurately labelled on supermarket shelves and in farm shops as reduced-sugar jam. People know what they are buying. But if everything with a minimum sugar level of 50% and above can be called jam, there will be utter confusion about what is really jam and what is a fruit spread or whatever.

[George Eustice]

I understand that. The sugar content of a fruit spread is supposed to be below 50%, so we are removing that no man’s land between 50% and 60% and allowing products with a sugar content of below 60% but above 50% to be labelled as jam.

My hon. Friend pointed out that the 60:40 sugar-to-fruit ratio was recommended following research at the Long Ashton research station in Bristol in the 1920s. That was a long time ago and since then there have been technical advances and recipe experimentation. In the last few years, our market has included fruit spreads and jam with a sugar level of less than 60% with no increased spoilage reported. The reduction of the minimum requirement to 50% removes the current gap for products that fall into the 50% to 59% category. The flexibility delivered by the change will help to ensure that British jam manufacturers remain competitive because they will have the option to market their jam products with a higher fruit content on a level playing field with other member states.

It is worth reiterating that we are talking about a minimum permitted sugar level. That does not mean that existing manufacturers must work to the new minimum.

[Mr Ellwood]

I congratulate the Minister on his position. I do not know whether the Prime Minister had the foresight to appoint him knowing that this question about jam was coming his way. He seems perfectly placed to take the matter forward. If the producers of “Celebrity Masterchef” or the “Great British Bake Off” are watching, there may be some invitations coming through to pursue it further.

The Minister said that manufacturers, wherever they are based, in Dorset as well as other places around Britain, may continue to do what they are doing now. Will he confirm that no one in the industry will be affected by the prospect of a change in the regulations and that they may continue to do what they are doing now?

[George Eustice]

That is the case because these are minimum not maximum requirements. If there were a maximum requirement requiring all jams to have 50% sugar we would be having a totally different discussion. We are discussing minimum requirements and giving the industry flexibility. Those who want to develop products with a lower sugar level that they can market in Europe will be able to do so, and traditional jam manufacturers who want to retain a 60% level, are resistant to any change and do not accept that there have been changes in techniques or recipes may continue as at present and market their products as traditional jam with a premium in the market.

[Tessa Munt]

If the minimum level is set at 50%, all the organisations that are making jam with less than 60% sugar will be entitled under the regulations to call their products “jam”, not “reduced-sugar jam” or whatever else they are attempting to make. We need that clarity for the British public’s attachment to jam and what it means. I have bought stuff from supermarket shelves that is like mud—it has lost its colour, it is not the right texture and it is a completely different product. All those products will be entitled to be called jam.

[George Eustice]

I do not think it is in any company’s interest to market products that, to use my hon. Friend’s words, taste like mud. We must let the market decide. Makers of brands who passionately believe that a quality product must have 60% sugar will carry on with that. Nothing in the change will affect that. If my hon. Friend is right and brands with a lower sugar content will have an inferior product and if customers conclude that, as she suggested, they taste like mud, they will not buy it again. The market for that product will be small. In a free market economy, we should have a light-touch approach to regulation, and that has come out of the Government’s red-tape challenge. The market must decide. If my hon. Friend is right, the market for such products will be small.

Our changes will provide jam businesses with increased flexibility. We are keen to help small businesses that are trying to break into the market, and some exciting new products are coming on to the market based on the unique British Bramley apple. Jams made from it set more easily because of its high pectin content and do not need quite as much sugar. My hon. Friend said that the market for such products is small, but an internet search showed quite a number of products using Bramley apples as part of a mixed jam, such as Bramley and blackcurrant and Bramley and blackberry. There are exciting prospects for them, and there is nothing more British than the Bramley apply. We are almost unique in Europe in having specialist culinary apples rather than just generic apples. This is a good potential market for our excellent Bramley apples.

The regulations will be improved in respect of reduced-sugar jams. Since 2006, when new regulations on nutrition and health claims were introduced, there has been an overlap with the 2003 regulations that specify that a reduced-sugar jam must have a sugar content of between 25% and 50%. In contrast, the nutrition and health claims rules require all products labelled “reduced sugar” to have at least a 30% energy reduction compared with a standard product. To sort out this discrepancy, we are doing away with the specific rules for reduced-sugar jams so that they will need to comply only with the same rules as all other foods. That will provide improved clarity for the industry and consumers, and respondents to our consultation agreed it would be much simpler to work with one set of rules in this area.

We consulted on the proposed changes earlier in 2013 and received some useful contributions. One option that provoked strong opinions was in response to whether the UK’s national provisions for fruit curds and mincemeat—the sort in mince pies—were still useful or whether they could be removed. I can reassure my hon. Friend, who highlighted many concerns, that although she may not agree with our proposals to reduce the minimum sugar content of jam, we have acted on the evidence put to the Department and we will not change the regulations on fruit curds or mincemeat.

The main justifications cited were that curd and mincemeat standards help to maintain the production of these uniquely British products whose origins are firmly established and go back centuries. They are not part of other member states’ culinary culture and UK producers manufacture them to traditional recipes. The current rules reflect those practices.

The standards provide an important yardstick and their removal could result in a reduction in quality and could stimulate the introduction of products that are materially different from our current traditional curds and mincemeat products. So, as a direct result of the cogent arguments put forward in the consultation process, including a response from my hon. Friend’s constituent, Mrs Lloyd, we will retain unchanged the national provisions for fruit curds and mincemeat. That decision is positive and demonstrates the benefit of consultation to help to ensure that the final policy decision is fit for purpose.

[Mr Ellwood]

At the heart of the matter is a description of what is on the shelf so that people can recognise the sugar content and whether it is really British jam or from elsewhere with a different content. Will the Minister consider a jam kitemark or indication so that people can recognise true jam as defined at present and the different spreads that we may see more of from the continent?

[George Eustice]

As I said, I am a great believer in the market. Individual jam manufacturers who pride themselves on their brand and who passionately believe that jam must have 60% sugar to be good will be able to market their product as a niche, specialist product. If there is no market for products with less than 60% sugar, it will not develop. It is for the industry voluntarily to come together if they want to and jointly market traditional jams. I welcome this important debate, which has provided exactly the detailed scrutiny that the House should undertake.