The primary purpose of labelling should be the contribution to the health of the society – this fact must be taken into account by every branch of the food indu-stry. In this part of the publication, we refer to the position of the EU, WHO and non-profit organizations that try to influence the change in the position of food producers, through changes in legislation and market control, to bring marketing activities closer to the assumptions of pro-health policy of international organiza-tions. The study also presents the idea of introducing the quality mark „Certified Product”, covering several categories of fruit and vegetable products, including the juice industry.
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