In 2013, sales of antibiotic-free chicken increased by 34% in the US – a country where 86% of consumers want to buy meat free of antibiotics and 60% say they are willing to pay more for it. Mintel research in Britain has suggested that 47% of shoppers are concerned about the use of antibiotic drugs in farming.

“These changes made by individual companies might be among the most practical short-term shifts to reduce use, at least in agriculture,” said the economist Jim O’Neill and his team.

“To support this effort, requirements to ensure that labelling makes reference to antibiotic use would improve consumer knowledge and help enable consumers to make a more informed choice.”

Antibiotic-free is 'too simplistic'

An antibiotic-free label would be too simplistic, they said, and might even incentivise farmers to withhold treatment if they feared the meat wouldn’t sell. "[It] may well be better to have a ‘responsible use of antibiotics’ label, or something similar”, they concluded.

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Food Labelling Services Comments:

Agreeing a format for an antiobiotic label will be complex, as acceptable levels of use, withdrawal periods, and text will all have to be agreed. IN the meantime, making the consumer aware of the use of antibiotics in the food chain may be the answer.