Where Is It Rare to Get Beef and Fresh Fruit
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Supermarket 'fake farms' to expect out for
Morrisons pledges to use real placenames only for produce and meat
Morrisons has come out against the common supermarket practice of selling fresh fruit, vegetables, meat and fish under the name of an invented farm, proverb it volition never employ "false farm" brands.
The supermarket made the decision later on a consumer survey revealed that lxx per cent of British shoppers believe supermarkets should not use fake place-names or locations in their branding. Some of Morrisons' competitors sell products labelled with non-existent identify names including Wood Subcontract, Birchwood Farm and Bay Fishmongers.
National Farmers' Union (NFU) deputy president Minette Batters said the organisation welcomed the announcement. "In our view it is important that product names and descriptions on packaging are clear, authentic and exercise not mislead consumers," she said.
Farmers say the exercise of using a fabricated-up farm equally a namesake oftentimes obscures the true provenance of the food detail by conjuring up an image of a traditional local farmstead.
"The faux brand names take a distinctive and very British bucolic band to them," write David Hughes and Miguel Flavian in Produce Business, when the produce or meat might have been raised thousands of miles away and in a far from idyllic industrial setting.
It'south not an outright charade - after all, the country of origin is always displayed on the label. But "what harassed shoppers come across on the shelves are comforting British rural images and the clearly marked 'Produce of Spain' is lost in the cacophony of background shopping dissonance and action".
Retailers accept come up under increasing pressure to drop the tactic - last July, the NFU filed an official complaint with Trading Standards - but the non-existent farm remains a staple of supermarket shelves:
Tesco: The undisputed male monarch of the imaginary agriculturalists, Britain'southward biggest supermarket uses eight "farm" brands, including Willow Farms, Redmere Farms and Bay Fishmongers.
The NFU has repeatedly criticised Tesco's fictitious farms, only the supermarket maintains that the brand names reflect their close working relationship with small-scale and large farms that supply its meat, fruit and vegetables.
Asda: As part of a programme to phase out the discount Smart Price make, Asda rebranded its everyday produce equally "Subcontract Stores", a brand proper noun information technology had previously used until 2001. The reintroduction prompted blowback from farmers, just the range remains on the shelves.
Aldi: Ane of the primeval adopters of the "fake farms" trend, earlier this year the High german uber-discount chain bowed to pressure and rebadged its Wood Farm range as the more than neutral Nature's Option, The Guardian reports.
Lidl: In England and Wales, Lidl'south fresh meat is sold as Birchwood Subcontract, while just over the border in Scotland, the same products appear nether the more Hibernian characterization Strathvale Farm. Withal, unlike some of its "false farm" rivals, all of the chain'south meat comes from British suppliers.
Marks and Spencer: The upmarket retailer sells "Lochmuir" Scottish smoked salmon and "Oakham" chicken - neither of them real places. In 2006, an 1000&South spokesman told The Scotsman that the Lochmuir characterization was "chosen by a panel of consumers because it had the most Scottish resonance".
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Source: https://www.theweek.co.uk/87683/supermarket-fake-farms-to-look-out-for
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