I wanted to look into this as a case study for my essay and research for my essay as it cemented a point I was making earlier when talking of the difference in branding between plant based and meat, as i was saying meat was minimal and uniformative when sold in supermarkets. However obviously in the case here they have tried to steer away from this but dont want to chnage the quality of the product so have turned to flase misleading branding by telling customers it has came from a fram making them think it was fresh more ethical produce, where as it is all under false pretences. because theyactual product is most likely a product of mass farming where the animal is being treated terribly and shipped from abroad where is is a lot cheaper. This is the large companies who operate in mass markets trying to fight the wish of the consumer to be more ethical and sustainable.
Tesco and other supermarkets using fake farm brands spark complaint from NFU
Zlata Rodionova, July 2016
UK supermarkets have come under fire after the farmers’ union lodged an official complaint over the misleading use of farm names. The National Farmers Union (NFU) formally complained to Trading Standards over the use of fake farm branding by supermarkets on some food products.
It singled out Tesco and its seven made-up farm brands, which launched earlier this year.The NFU claimed the fictitious brands misled consumers as it made them believe they were buying products farmed in the UK.
Three in five people who said they believed such products were “definitely” or “probably” British admitted that they would feel misled if they were informed that it came from overseas, according to a YouGov survey commissioned by the NFU.
In March, Tesco, the largest supermarket chain in the UK, was criticised for its new range of farm food as it was revealed all the farms named on the packaging were entirely made up.Willow Farms whole chicken, Boswell Farms diced beef and Rosedene Farms blueberries were all found to come from manufacturers with no relation to the names on the packaging of the final product. Some of the foods were imported from overseas and given British names to make them sound local.
The Guaridan
Rebecca Smithers Consumer affairs correspondentWed 13 Dec 2017 11.41 GMT
Major UK supermarkets including Tesco, Aldi, Asda and Lidl are being urged to stop using controversial “fake farm” branding on own-brand meat products, with a food charity claiming they are misleading shoppers.
The Feedback charity is backing the owner of a genuine farm called Woodside Farm – a name Tesco has also used on its value pork range since 2016 – and is threatening legal proceedings if the retail giant does not drop the name Woodside Farms.
Its “Total Bull” campaign says it believes shoppers are being misled with “disingenuous” branding that gives the impression it comes from real farms.
“Let’s be clear – supermarkets are selling meat under fake farm names, deliberately encouraging consumers to believe that the meat is sourced from small-scale producers,” said Feedback’s campaign director, Jessica Sinclair Taylor. “We believe this is peddling a load of bull.”
In March 2016 Tesco, the UK’s largest retailer, sparked controversy after launching a budget range of seven own-label “farm” brands – including Woodside Farms and Boswell Farms for fruit and veg as well as meat – based on British-sounding but fictitious names. Some foods were imported from overseas and given British names to make them sound local.
In April, Asda reignited the row by relaunching its value Smart Price food range as Farm Stores while German discounter Aldi replaced its Wood Farm brand with Nature’s Pick earlier this year and Lidl has a “Birchwood Farm” meat range. Marks & Spencer sells “Scottish Lochmuir” smoked salmon and “Oakham” chicken – neither are real farms.Richard Baugh of Woodside Farm in Nottinghamshire, raises free-range pigs for his own pork products sold under his farm name through his farm shop and website. But since Tesco replaced its Tesco Value brand with “Woodside Farms”, he says he has faced confusion from customers.
“We’ve been raising pigs at Woodside Farm for 20 years – this is our livelihood,” Baugh said. “When it first came out customers were asking all the time whether we were supplying Tesco. We don’t, our pork is free-range and we think it’s higher welfare and quality than the pork they’re selling, and we’re proud of that.
Feedback wrote to Tesco on behalf of Baugh, complaining that its labelling risks confusion with his farm name and reputation, while misleading consumers about the origins of their meat.
Zlata Rodionova, July 2016
UK supermarkets have come under fire after the farmers’ union lodged an official complaint over the misleading use of farm names. The National Farmers Union (NFU) formally complained to Trading Standards over the use of fake farm branding by supermarkets on some food products.
It singled out Tesco and its seven made-up farm brands, which launched earlier this year.The NFU claimed the fictitious brands misled consumers as it made them believe they were buying products farmed in the UK.
Three in five people who said they believed such products were “definitely” or “probably” British admitted that they would feel misled if they were informed that it came from overseas, according to a YouGov survey commissioned by the NFU.
In March, Tesco, the largest supermarket chain in the UK, was criticised for its new range of farm food as it was revealed all the farms named on the packaging were entirely made up.Willow Farms whole chicken, Boswell Farms diced beef and Rosedene Farms blueberries were all found to come from manufacturers with no relation to the names on the packaging of the final product. Some of the foods were imported from overseas and given British names to make them sound local.
The Guaridan
Rebecca Smithers Consumer affairs correspondentWed 13 Dec 2017 11.41 GMT
Major UK supermarkets including Tesco, Aldi, Asda and Lidl are being urged to stop using controversial “fake farm” branding on own-brand meat products, with a food charity claiming they are misleading shoppers.
The Feedback charity is backing the owner of a genuine farm called Woodside Farm – a name Tesco has also used on its value pork range since 2016 – and is threatening legal proceedings if the retail giant does not drop the name Woodside Farms.
Its “Total Bull” campaign says it believes shoppers are being misled with “disingenuous” branding that gives the impression it comes from real farms.
“Let’s be clear – supermarkets are selling meat under fake farm names, deliberately encouraging consumers to believe that the meat is sourced from small-scale producers,” said Feedback’s campaign director, Jessica Sinclair Taylor. “We believe this is peddling a load of bull.”
In March 2016 Tesco, the UK’s largest retailer, sparked controversy after launching a budget range of seven own-label “farm” brands – including Woodside Farms and Boswell Farms for fruit and veg as well as meat – based on British-sounding but fictitious names. Some foods were imported from overseas and given British names to make them sound local.
In April, Asda reignited the row by relaunching its value Smart Price food range as Farm Stores while German discounter Aldi replaced its Wood Farm brand with Nature’s Pick earlier this year and Lidl has a “Birchwood Farm” meat range. Marks & Spencer sells “Scottish Lochmuir” smoked salmon and “Oakham” chicken – neither are real farms.Richard Baugh of Woodside Farm in Nottinghamshire, raises free-range pigs for his own pork products sold under his farm name through his farm shop and website. But since Tesco replaced its Tesco Value brand with “Woodside Farms”, he says he has faced confusion from customers.
“We’ve been raising pigs at Woodside Farm for 20 years – this is our livelihood,” Baugh said. “When it first came out customers were asking all the time whether we were supplying Tesco. We don’t, our pork is free-range and we think it’s higher welfare and quality than the pork they’re selling, and we’re proud of that.
Feedback wrote to Tesco on behalf of Baugh, complaining that its labelling risks confusion with his farm name and reputation, while misleading consumers about the origins of their meat.
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