Supermarkets’ fake farm labels that are fooling food shoppers

A MAJOR supermarket has stopped selling produce under a fake British-sounding name in a move that puts pressure on rivals to stop the controversial practice.

Morrisons will no longer use the brand name Hemsley which is similar to the market town of Helmsley in north Yorkshire. The name was invented and some of the meat sold under the label was imported. The chain will also host ‘meet the real farmer’ events in stores to promote the benefits of buying British.

Supermarkets have come under fire for using ‘fake’ farm and place names which appear to be British to sell fresh produce and meat.

Research by Morrisons found that 70 per cent of shoppers object to them and want only real ones to be used on packaging and branding.

Tesco has invented farm names such as Rosedene and Nightingale. They conjure up idyllic images of the British countryside, but some of the products are imported from as far afield as Morocco, Mexico and Senegal. The ploy has been condemned by the National Farmers Union and the National Pig Association.

Aldi and Lidl are among other supermarkets to use invented farm names.

Morrisons promised that from today it will not use fake farm brands, saying: ‘These brands can give an impression that food comes from a British farm, market or town when it may in fact be imported.’ The move builds on a recent commitment to only sell fresh meat produced from British farms.

Tesco said: ‘British produce is an important part of the food we offer customers.

‘Whilst we always strive to source from the UK, we look for what we believe to be the best in- season produce, from the best farms with the best growers and farmers from all over the world so that shoppers can buy their favourite produce all year round. With over 64 per cent of our customers having bought products in the Farms Brand range, the feedback has been overwhelmingly positive.’ The firm stressed that the origin of any farm products is made clear on the label.

‘It may be imported’