British farmers have launched a campaign against major supermarkets over ‘farmwashing’.
- This initiative, spearheaded by Riverford’s Guy Singh-Watson, critiques misleading agricultural branding.
- The campaign accuses supermarkets of using fake farm imagery and the Union Jack to mislead consumers.
- Farmers argue these deceptive practices contribute to the decline of genuine British farming.
- The campaign involves support from TV personality Jimmy Doherty and several MPs.
In a bold move, British farmers have initiated a campaign targeting what they term as ‘farmwashing’ by the big six supermarkets. This movement, led by Riverford founder Guy Singh-Watson, aims to cease the deceptive branding practices by major grocery retailers, which arguably exploit both farmers and consumers. The supermarkets, namely Tesco, Sainsbury’s, Asda, Morrisons, Aldi, and Lidl, are accused of embellishing their products with imagery of fictional farms and employing the Union Jack to falsely suggest that their goods are sourced from traditional British family farms.
The campaign has gained significant traction and visibility, supported by TV presenter Jimmy Doherty and 11 cross-party Members of Parliament. These supporters have collectively addressed an open letter to the CEOs of these prominent retailers, demanding an end to these practices.
Further allegations suggest that despite the perceived British branding, much of the food marketed under these fake farm names is actually imported from large-scale industrial operations abroad. This revelation is particularly concerning as it appears to undermine the authenticity of British farming, which many consumers believe they are supporting when purchasing such products.
Guy Singh-Watson emphasises the precarious state of British farming, highlighting that the public is deeply invested in the provenance of their food. He contends that supermarkets have exploited this trust to manipulate customer perceptions, misleading them into believing their purchases benefit local, small-scale farming. Singh-Watson suggests that if consumers were more informed, they might be willing to invest a little more in products that contribute to sustainable farming practices.
The controversy surrounding ‘fake farms’ is not entirely new, with allegations dating back to 2017 concerning Tesco, Aldi, Asda, and Lidl. These supermarkets were previously criticised for using similar branding strategies, prompting renewed calls for transparency and honesty in food labelling practices.
The campaign urges supermarkets and the government to acknowledge consumer concerns and foster a more transparent and fair supply chain.
