The National Farmers’ Retail & Market Association (FARMA) has welcomed the decision by Morrisons to eschew using ‘fake farm’ brands in its stores
The new follows the results of a survey where 70 per cent of UK adults stated they object to the use of fake farm brands and only want real locations or genuine farm names to be used on packaging and branding.
Milly Stokes, FARMA chairman said, ““Our members have been increasingly concerned at the way supermarkets are marketing their fresh produce under labels of non-existent farms and locations. It only serves to confuse shoppers, who our own research says are increasingly concerned about the provenance of their food.
"FARMA member farm shops and farmers’ markets offer customers the ability to buy with confidence, safe in the knowledge that our members are offering locally sourced meat, fruit and vegetables, often grown on the farm where it is being sold.
"We are grateful to the NFU for campaigning vigorously on this issue and making a formal complaint last year to the National Trading Standards over the use of ‘fake farm’ branding by retailers.
Whilst the decision by Morrisons is good news, some of the UK’s biggest supermarket brands are still using ‘fake farms’ to market their produce. We hope that increased pressure from consumers will help stamp out this confusing practice. "