Morrisons rules out fake farm branding

Morrisons has pledged not to use fictitious farm branding for its produce. 

According to a survey carried out by the retailer, 70% of adults said they objected to the use of fictitious farm brands. The retailer previously had a meat brand called Hemsley which was dropped in 2016.

Joe Mannion, Morrisons’ head of British livestock, said: “Real farmers have an important role to play in explaining to customers how important real British food is, and how customers can tell whether food is from the UK or not.

“Supermarket customers are sometimes presented with misleading images of farmers on their food and we believe that by meeting our real farmers, customers will see and value that we know where our food comes from.”

Other retailers have seen success with fake farm names. Asda’s Farm Stores line of meat products generated sales of £58 million in the 12 weeks to 16 July and were found in over a quarter of customers’ baskets while Tesco’s Woodside and Boswell Farms brands proved to be a success.

Morrisons is also giving customers the opportunity to ‘Meet the Real Farmer’ today to mark Farm24, a day of action for farmers to explain the effort that goes into producing British food. According to ONS figures, 46% of Brits have never met a farmer, 32% have never visited a working farm and 52% say they don’t know how the food they buy is grown.

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