Riverford founder Guy Singh-Watson, alongside Jimmy Doherty, Zoë Colville, Kriss Woodhead, and Ben Andrews, has initiated a campaign targeting 'farmwashing' by supermarkets. This practice involves supermarkets depicting idyllic British farms on their products, misleading customers about the true origin and production methods of their food. A Riverford survey reveals two-thirds of farmers feel pressured by supermarket practices, with 64% of British fruit and vegetable farmers stating their farms are at financial risk, up from 49% the previous year. Supermarket contracts are vital for farmers, given that 95% of food is sold through just 10 retailers.
Some farmers shared their negative experiences with supermarkets, including unfair price reductions and unrealistic quality expectations. Farmwashing tactics include using British flags or farm names on packaging, which misrepresents the product's true origin. Tesco's use of fictitious farm names like Nightingale Farms and Rosedene Farms exemplifies this issue, with 99% of surveyed farmers considering fake farms a threat to their livelihoods.
The campaign also highlights the discrepancy between supermarket marketing and the reality of British farming. Despite marketing efforts to support British agriculture, the UK relies heavily on imported fresh produce. Government data shows a decline in small farms and an increase in larger farms, raising concerns about the loss of small, family-run farms and the rise of intensive farming practices.
Supermarkets' portrayal of their support for British farming contrasts with the intensification of the food chain and the growth of mega-farms. This situation raises questions about animal welfare and the environmental impact of intensive farming. The campaign underscores the importance of small farms in maintaining rural communities, biodiversity, and sustainable food production.
The misleading marketing practices of supermarkets, known as farmwashing, are being challenged by farmers and advocates for more honest representation of food origins. This movement calls for greater transparency to ensure consumers can make informed choices and support the future of British farming.
Source: Wicked Leeks