9 million visitors for fedup.com.au

Last night the ninth million visitor clicked on www.fedup.com.au.

Most days, more than 5,000 people visit to find the latest and most independent information about food intolerance, food additives and what effects natural chemicals may be having on children and adults in health, behaviour and learning.

And the number per day keeps increasing because, as a survey of more than 100,000 Australians showed, 78% of people seek to avoid food additives.

The response from food regulators and the food industry is to ignore the issue, or to deliberately mislead consumers by using a clean label, not a clean food, strategy, but consumers will not be fooled.

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