Tesco launched a series of new produce last week – all labelled with farm names, including Boswell Farms, Woodside Farms, Redmere Farms, Suntrail Farms, Rosedene Farms, Nightingale Farms and Willow Farms.However, as pointed out by
Tesco launched a series of new produce last week – all labelled with farm names, including Boswell Farms, Woodside Farms, Redmere Farms, Suntrail Farms, Rosedene Farms, Nightingale Farms and Willow Farms.
However, as pointed out by
In recent times, there has been a huge emphasis on buying local and supporting local enterprise. Supermarkets are cashing in on that by using fictional farm names – implying to the consumer that they are buying into a wholesome farm.
Michelin-starred Irish chef JP McMahon criticised the move on Twitter, describing it as an “insult to real farmers”.
The message has since been retweeted over 1,300 times.
Town or farm names have been turned into constructed brands by retailers when, in reality, the produce has been sourced from farms all around the UK, Ireland and beyond.
Despite the outrage, this marketing technique is nothing new, and Tesco’s fake farms are not the only ones found on the shelves.
Aldi, Marks and Spencer and SuperValu are also involved in creating a fictional sense of direct traceability.
Marks and Spencer sells Oakham chickens, a brand it has trademarked. Oakham is a town in the English midlands, but the chicken is not produced there and never has been.
Meanwhile, SuperValu sells a range of own-brand lettuce bags labelled “from Willowbrook Farm”. However, according to its website, Willowbrook Foods, the company behind the Willowbrook Farm brand, does not grow produce on its property near Newtownards, Co Down. Instead, the supplier indicates that its “winter sourcing” is done in “Spain, Italy, France and Holland”, while its “summer sourcing” is done in “England and Holland”.
As for Aldi, the meats on offer on its UK online shopping website under the “Ashfield Farm” brand range from poultry to beef, pork and lamb, which should be enough to dispel any illusion that they come from the one farm. The traceability numbers displayed on the products also reveal that they come from factories dotted all over England.
Read more
Read JP McMahon’s interview in this week’s Irish Country Living
This is a subscriber-only article
SHARING OPTIONS: