British farmers are rallying against misleading supermarket practices in a new campaign.
- The ‘Farmers Against Farmwashing’ initiative targets the UK’s top six grocery retailers.
- Accusations include the use of fake farm branding to deceive consumers.
- Notable supporters include TV presenter Jimmy Doherty and cross-party MPs.
- The campaign urges supermarkets and the government to promote transparency and support local farmers.
British farmers have launched a campaign against the leading supermarkets, accusing them of ‘farmwashing’. This campaign aims to address the alleged exploitation of farmers by highlighting misleading practices in supermarket branding. Led by Guy Singh-Watson, the founder of Riverford, the ‘Farmers Against Farmwashing’ movement is calling for change in how supermarkets present their products.
The campaign focuses on the UK’s top six grocery retailers: Tesco, Sainsbury’s, Asda, Morrisons, Aldi, and Lidl. Farmers accuse these supermarkets of using deceptive branding techniques, including fake farm names and the Union Jack, to give consumers the impression that their products are sourced from traditional British family farms when, in fact, many are imported from industrial farms overseas.
Guy Singh-Watson, alongside supporters such as TV presenter Jimmy Doherty and 11 cross-party MPs, has addressed an open letter to these supermarkets’ CEOs. Singh-Watson stressed the critical state of British farming and urged for a fair and transparent supply chain. He highlighted that the British public cares deeply about the origin of their food and would be willing to pay more for products that support ethical farming practices.
The campaign brings to light past controversies, such as the 2017 accusations against Tesco, Aldi, Asda, and Lidl for using ‘fake farm’ branding on their private-label meat products. These practices were deemed ‘disingenuous’ and misleading to consumers.
Singh-Watson argues for increased honesty and decency in the supply chain, emphasizing the need for supermarkets to listen to the public and support British farmers effectively. This stance reflects a broader call for government action to ensure a resilient food system and the preservation of British landscapes.
The campaign seeks to reform supermarket practices for a more honest representation of British farming.
