Editor:

The Packer's Tracy Rosselle misses the point in his Dec. 23 column about the campaign to ensure implementation of country of origin labeling. He says that open-ended consumer research fails to rank labeling as a high concern for consumers. Yet, The Packer's own Fresh Trends research shows about a third of consumers don't even realize that imported produce is sold in their supermarkets, while the same study shows the great majority of produce consumers prefer to buy U.S.-grown. That's not a problem?

At least he understands that labeling can help producers earn market share - whether they are foreign or domestic. That's why Florida's successful labeling program was considered as a model for the national law - it allows consumers to make more informed choices about products often sold as bulk commodities, no matter where they are grown.

And at a time when the safety and security of our nation's food supply is so important, country of origin labeling makes sense.

The produce marketplace is changing. In the years ahead, U.S. consumers may have even more imported foods from which to choose. Canada, Mexico and most of our other major trading partners already understand the value of origin labeling, and they've had it in place for years.

FFVA and other members of the labeling alliance are working to ensure that mandatory labeling is workable and efficient - for producers and retailers.