Fra mattrygghet til miljøproblem. Datomerkingens historie i Norge

This chapter narrates the history behind the date label on food products in Norway. The date label was implemented for several reasons. On the one hand, it provided the necessary product information for consumers while on the other it solved the government’s desire for streamlining and controlling products “at a distance”. This had become necessary due to substantial changes in the “foodscape” of Norway after WWII that made it harder for consumers to evaluate and judge the freshness of products. Along with a rising awareness of the need for consumer information and the “empowerment of consumers”, this led to the legal regulation of the expiration date in the 1970s. After the establishment of the date label as a governmental mechanism, it was integrated and largely taken for granted by both producers and consumers. However, in recent years the date label has once again become the object of political and media attention – this time in the context of food waste, where it is seen as a contributing factor. The history of the date label shows that governmental regulations are not natural and inevitable, but the result of labor and negotiation between specific actors with specific interests – and they can have unintended consequences as the context within which they function changes.