Morrisons has shown its commitment to not selling fake farm brands by introducing shoppers to the farmers from which its products come from.
Recent reports have shown that some major food retailers stock their shelves with products branded under the names of fictitious farms. This has caused many shoppers to feel deceived and misled.
It is thought that these fake brands can give an impression that food comes from a British farm, market or town when it may in fact be imported from overseas.
Morrisons has now announced that it will only stock real farm brands to avoid deceiving its customers.
The supermarket is making the commitment after 70% of UK adults said they object to the use of fake farm brands and only want real place names or farm names to be used on packaging and branding.
In order to promote this, Morrisons is bringing the farmers behind its brands into its some of its stores to meet shoppers for a campaign called Meet the Real Farmers.
During this campaign farmers can explain the benefits of home-grown food to customers and demonstrate the authenticity of Morrisons’ British food offering.
The in-store activity is taking place today (10th August) to mark Farm24, a day of action for farmers to explain the effort that goes into producing our food.
Joe Mannion head of British livestock at Morrisons, said “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.”
More than 70% of the food that Morrisons sells this week will be British, which is the highest share it reaches during the year, as British lamb and other foods such as soft fruits and summer vegetables reach the peak of their seasonality.
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
