There should be a “revolution in transparency and traceability” within the food industry, it was claimed today.

Speaking at the IGD Convention 2013, the organisation’s chief executive Joanne Denney-Finch said the industry was under greater scrutiny than ever before – thanks to the issue of the horsemeat contamination scandal.

She told attendees: “Trust has been picking up since horsemeat, but we’re under more scrutiny than ever. It’s vital that we now lead a revolution in transparency and traceability. It won’t be easy and it will take time, but it’s the biggest opportunity of a generation.”

IGD ShopperVista research unveiled at the event showed that 56% of shoppers – up from 34% in 2011 – want to know more about where their food comes from. Currently only 12% feel they know “quite a lot” about the origin of their food.

Denney-Finch added: “We have a great opportunity to close that gap. And people’s expectations are already high. Eight in 10 shoppers believe that food and grocery companies should know where every single ingredient comes from.

“Whenever we’re transparent, it shows that we are confident - as we should be. What we sell has never been safer, more reliable, better quality or better value. I’ve visited hundreds of farms, factories, distribution centres and stores around the world, so I know first-hand. The people and companies with integrity will prevail.”