East Midlands farmers join calls to stop "farmwashing" tactics
They say "farmwashing" techniques make consumers feel like they're buying from British farms
East Midlands farmers are urging the government to introduce clearer marketing rules to stop 'Farmwashing' tactics.
‘Farmwashing’ sees major supermarkets use fake farm brands and the Union Jack to give shoppers the impression that their products come from British family farms, despite being sourced from overseas.
An open letter, with more than 90 signatures, called for an end to the practice and asking supermarkets to support British farmers.
Research by Riverford shows that two-thirds of British farmers feel under pressure from supermarkets and live in fear of being delisted if they complain about supermarket buying behaviour.
The campaign believes it’s not only farmers being misled, but shoppers too. They believe they are supporting the British economy and traditional farming practices but in reality, these deceptive marketing tactics are making it harder for genuine small farmers to compete.
Almost 7 in 10 shoppers say they felt “distrustful” and “annoyed” when they learned that the word ‘farm’ can be used by supermarkets without it being from a real farm, according to the research.
Joe Stanley is County Chairman for the National Farmer Union in Leicestershire and works on a farm in the region.
Despite not signing the open letter he said: "Farmers are looking for greater fairness."
"British farmers are essentially being undercut by imports that are produced to a lower standard and at a lower cost than we can here in the UK.
"The misleading use of the Union Jack especially on packaging means consumers who are looking to support British farmers are unable to do so.
"There is a huge disparity in the food supply chain and farmers are really just left with the crumbs.
"A fairer price for the food that we produce as farmers from large retailers would be much more important than receiving subsidies.
"If you do want to make sure you are supporting British farmers and 100% British produce you need to look for the red tractor label."