'Food mile' labels don't always tell the whole story, writes Ben Cubby. When the British supermarket giant Tesco decided to start labelling its produce with 'food miles' to let people know how far it travelled before reaching the shelf, the move was greeted with a bizarre mixture of fear, derision and relief.
The fear came from the global food industry and many primary producers, who remain worried that people will be put off by finding out how far their food has come.
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