Continuing on the theme of labels, this timely article highlights the details behind the EU’s DOP and IGP certifications. Informing consumers about the products they’re buying, or the places they’re eating in can enable better decision making. However clarity behind the label is essential to ensure people understand the full picture. DOP and IGP are well known European food labels designed to protect high food quality standards and preserve gastronomic and local food heritage. However when you dig a bit deeper, these labels seem to lack crucial elements needed to actually protect food traditions, the land, the environment, and the livelihood of farmers. It appears that there is a huge gap in consumer expectations of what ‘quality’ means and refers to under these labels. As the Not Fit for Purpose report highlights, transparency around what the label actually means is crucial.