British farmers claim major UK supermarkets are misleading consumers.
- The ‘Farmers Against Farmwashing’ campaign targets exploitation practices.
- Accusations include the use of fake farm brands and misleading flags.
- Imported products are often portrayed as locally sourced.
- The call for transparency includes notable public figures and politicians.
British farmers have launched a vociferous campaign against major UK supermarkets, accusing them of engaging in ‘farmwashing’. This newly initiated campaign, led by Riverford founder Guy Singh-Watson, highlights practices that allegedly deceive consumers into believing they are purchasing locally sourced products.
The campaign, known as ‘Farmers Against Farmwashing’, directly addresses the alleged exploitation by major retailers. Among the accusations, there is a significant focus on the use of fake farm branding and the utilisation of the Union Jack flag, which campaigners argue misleads customers into thinking their purchases support traditional British family farms.
Singh-Watson, supported by television presenter Jimmy Doherty and a coalition of 11 cross-party MPs, has initiated an open letter directed at the CEOs of the UK’s leading supermarkets, including Tesco, Sainsbury’s, Asda, Morrisons, Aldi and Lidl. The letter calls for these retailers to cease their misleading practices that detract from genuine domestic agriculture.
A critical aspect of this campaign is the assertion that a substantial portion of food marketed under these potentially deceptive brands is actually imported from industrial-style farms overseas. This practice is said to contribute to the decline of authentic British farming, undermining local producers and misleading well-intentioned consumers.
Singh-Watson remarks, “British farming is at a breaking point. The public cares deeply about where their food comes from, the supermarkets know this and they are using that trust to steal farmer stories and to hoodwink shoppers into thinking they are buying from those small-scale, traditional British farms.” He emphasises the need for supermarkets to foster transparency and fairness within the supply chain, recognising that the British public is willing to support better farming with their purchasing power.
The campaign underscores a growing demand for honesty and decency in the food supply chain to support local farmers.
