28 Aug 2019 --- In a report centered on Asia Pacific, the Middle East and Africa (APMEA), Ireland-headquartered Kerry stresses the importance of a localized approach when communicating with consumers in this region, as perceptions of “clean” may vary from country to country. The company outlines that more than half of APMEA consumers (52 percent) always look for clean labels when shopping, but by definition, clean eating in the East is very different from the West. Notably, food safety holds greater significance over health and sustainability claims among consumers in this part of the world, according to the study.