‘Fake’ farm brands spark complaint from NFU

By Matt Atherton contact

- Last updated on GMT

Retailers were criticised by the NFU over their fictional farm brands
Retailers were criticised by the NFU over their fictional farm brands

Related tags: Scotland, Wales, Farm

Retailers’ use of “fake” farm brands has sparked a formal complaint from the National Farmers Union (NFU) to the Chartered Trading Standards Institute.

The NFU said that fictional farm brands could lead consumers to believe products were from the UK, when they could actually be from another country.

NFU president Meurig Raymond said: “The NFU’s legal team has looked at this carefully and, as a result, we are asking the Chartered Trading Standards Institute to look at whether ‘fake’ farm branding complies with the relevant legal requirements.”

The NFU specifically highlighted Tesco’s ‘Woodside Farms​’ and ‘Boswell Farms​’ as brands that could mislead customers.

‘Urge all retailers’

I have spoken to senior management at Tesco to highlight our members’ concerns about the use of these fake farm brands,”​ said Raymond.

“I urge all retailers to consider seriously the results of our survey, which show that mixing imported product with British product under the same fictional farm name can be misleading to many of their customers.”

In response to the NFU’s complaint, a Tesco spokesman said: “Our research shows customers really enjoy our new farms range with two-thirds buying from the range since its launch, and understand where the products come from, with the country of origin clearly labelled on pack.

“We source from the UK wherever possible, but also offer the best in-season produce, from farms and growers around the world so shoppers can buy their favourite produce all year round.

“We work closely with the NFU and British farmers and growers to ensure we offer affordable fresh produce to our customers.”

In a YouGov survey commissioned by the NFU, of all 1,796 respondents that said the ‘fake’ farm products were in their opinion either ‘definitely’ or ‘probably’ British, 60% said they would feel misled if this was not the case.

Similarly, 20% of people said they were unclear as to whether the fictional farm brands were real farms.

‘Completely unacceptable’

These fake farm brands are completely unacceptable and we believe are misleading consumers,”​ said NFU Cymru president Stephen James.

“In particular, NFU members feel the brands confuse shoppers about the country of origin of the food products in question.

Country of origin labelling is important because we know from consumer surveys that shoppers want to buy British food products.”

Meanwhile, discount retailer Aldi, which uses the controversial farm brand ‘Ashfield Farm​’, committed to only using British products for their fictional farm brands by next year.

Raymond said: “I am pleased that Aldi has now made a commitment to only source British product in their fictional farm brands by the end of March 2017.”

What they say about 'fake' farms:

These fake farm brands are completely unacceptable and we believe are misleading consumers,”

  • NFU

​[Customers] understand where the products come from, with the country of origin clearly labelled on pack.”

  • Tesco

​All of our fresh meat and poultry products sold under Strathvale Farm in Scotland are Scottish and Red Tractor Assured, and all of our fresh meat and poultry apart from some lamb lines (as dictated by seasonal availability) sold in the rest of Britain is British and Red Tractor Assured. We have made a commitment to source all of our fresh listed lamb from British farmers from the 1st July 2016 until the end of the year. Additionally, we sell Scotch lamb all year round in Scotland.
​We have very clear labeling on our packaging denoting country of origin, ensuring that customers can make fully informed purchasing decisions.

  • Lidl UK

Related topics: Legal

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3 comments

Mr

Posted by Art,

Fundamentally a Con (fraud). Forget the words of branding strategy, etc. Farm products are produced on the Farm - what these branding / superstores are doing is simply misleading the buyer. They are buying in lots of farming products from anywhere and selling them under one Farm name - which is not a real farm - but a company/ brand name. Therefore a Lie. If they used a brand name - then listed every single farm that they used on the label and state which country it's from in clear and the correct size which makes the text eligible - then the buyer will clearly understand where the product has been produced. Will they do this No - because they want to make it difficult to the buyer. Pulling the wool over there eye.

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Fake Farm Brands

Posted by Alun Howell,

Even the NFU seem to have missed the point, it is not only whether the public think the product is from the UK or outside, the public will think there is such a farm, and the farm supplies the ingredients or even manufactures the finished product.

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conning the public

Posted by kevin earl,

disgrace having a farm thats non existent on a label , supermarkets are misleading the public altogether , m&s , aldi ,tesco and how many others , needs to be banned , i need to ask for a trip to the farm if possible!!

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