Supermarkets inventing places to make you buy premium food
Is the salmon of 'Lochmuir' your favourite kind? Like Willow Farm chickens? They're great aren't they? However, while these special treats may plant an idyll in your mind, there's something you should know - half of them are nothing but a crock.
In the case of Marks & Spencer's 'Lochmuir' salmon, the location is something they've simply invented. Like Willow Farm chicken, the product actually comes from farms dotted all over the place, according to a Which! investigation.
Of course, the supermarkets aren't breaking the law while they do this, but with more and more customers looking at where their food comes from, it feels that this is the wrong side of hoodwinkery.
Which!!! executive director Richard Lloyd said: "Using a place name can create the illusion of a more personal shopping experience like a farmers' market, or evoke images of a specific location. And with more of us interested in where food comes from, clever branding can help sell products."
An M&S spokesman says: "'Lochmuir does not exist, however the name is a collective way of representing farms across Scottish regions.' Someone from Tesco adds: "All the Willow Farm chickens are British, from a number of farms - one called Willow Farm."
There's also concern over 'weasel words' which could mislead consumers. For example, Covent Garden Wild Mushroom soup contains only 0.6 per cent dried wild mushrooms, but 18 per cent normal mushrooms and a bottle of Strawberry Yop has absolutely no fruit in it whatsoever. Likewise, 'farm fresh' eggs may still have been laid by caged hens.