A growing movement challenges supermarket practices accused of misleading consumers about the source of their food.
- Over 11,000 individuals have written to MPs as part of the ‘Farmers Against Farmwashing’ campaign.
- Campaign leaders accuse supermarkets of using deceptive branding to mask the real origin of products.
- Concerns are voiced over the survival of family farms, threatened by industrial-scale agriculture.
- Calls for regulatory reforms aim to support fairer practices and protect local farmers.
The ‘Farmers Against Farmwashing’ campaign has gained significant traction, with over 11,000 letters sent to MPs. This initiative, led by Riverford, aims to address what are seen as misleading practices by major supermarkets. These practices involve using fake farm brands and British flags to suggest that products are locally sourced from family farms, when in fact, much of the food comes from large industrial farms or overseas.
The movement has specifically targeted supermarkets like Tesco, Sainsbury’s, Asda, Morrisons, Aldi, and Lidl, urging them to adopt tighter regulations to prevent what is described as unfair buying practices. These practices are said to disadvantage smaller farmers by squeezing them out of the competitive market. An open letter to the CEOs of these chains has highlighted the need for change driven by the Groceries Code Adjudicator.
Further action by the campaign includes plans to engage directly with Jonathan Reynolds, the Secretary of State for Business and Trade, to advocate for regulatory enhancements. The goal is to reinforce the existing Groceries Code Adjudicator’s role in ensuring fairness throughout the supply chain, closing loopholes to better protect farmers allowing them to voice their concerns without fear of retribution.
The urgency of these actions is underscored by Riverford’s research, revealing that 61% of farmers fear being driven out of business in the next 18 months. In stark contrast to supermarket claims of supporting British farmers, only 25% of farmers find these commitments credible based on actual buying behaviors.
Guy Singh-Watson, founder of Riverford, emphasized the significance of public engagement in this campaign. “The public’s response to our Farmers Against Farmwashing campaign shows how much people care about where their food comes from and their desire to support real British farmers – the ones doing right by the land, their animals, and the planet,” he stated. “Over 11,000 letters have already been sent to MPs, demanding tighter regulation of supermarkets and better protection for farmers. This support – from the public, industry experts, and farmers alike – proves people care deeply about the future of British food and want a fairer, more honest system.”
The campaign highlights a widespread demand for transparent supermarket practices and stronger protections for family farms.
