Complaint about Tesco's fake farms

Complaint about Tesco's fake farms

Ever gone to Tesco and bought something that says 'Boswell Farms' on it? They have a number of products that look like they've come from a particular farm - but they haven't.

Tesco boss Dave Lewis has previously vowed to mend the relationship the supermarket has with its suppliers, and one of the things they're unhappy about are these fake farms.

Products are produced all over the world, but lumped together under one pretend-farm brand, and British farmers are not happy about it.

The National Farmers Union have said that they've formally complained to National Trading Standards over these 'misleading' brands.

"These fake farm brands are completely unacceptable and we believe are misleading consumers," said Stephen James, president of the group's Welsh division.

"This practice has been going on across the retail sector for a long time and enough is enough. In particular, NFU members feel the brands confuse shoppers about the country of origin of the food products in question."

The farmers don't have the support of everyone. Some people have pointed out that the country of origin is labelled on packets, and that customers might feel patronised if someone is saying that they can't understand where products come from, and that brands are obviously created by ad-agencies.

Dave Lewis has previously said: "The British customer is much more savvy about marketing than most people give them credit for."

"What we do in terms of branding - and not just us, but others - is by picking a name for the farm brands, we set a quality specification that then becomes consistent and matches with the value equation."

However, people might be annoyed when they see something has been flown in from South America, when it looks like it comes from a farm in Yorkshire or Wiltshire.

And since the horsemeat scandal, people have a greater interest in what they're eating, and Tesco will be looking into all this, in a bid to improve their public image (which is currently not good at all).

It isn't a great leap to think that there's a number of customers who will see labels, like the ones pictured above, and think that they're getting British produce.

Tesco will need to do something about this, especially if the NFU's complaint comes good.

What do you think?

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