Sainsbury's will say anything to sell you foreign meat
Despite the best efforts of past governments to clean up food labelling so it doesn't completely bullshit the customer, there's still plenty of it about. In October, the Telegraph called out Pret a Manger over its sushi - 'delivered every day, spankingly fresh' according to the blurb. In fact the fish was frozen in Chile, shipped 7,000 miles to the UK south coast before being delivered to a wholesaler.
The website Complete and Utter Zebu highlighted Birdseye's range of Great British Menu products that, of course, weren't made in Great Britain, and according to avid Bitterwallet reader Russell, Sainsbury's are attempting exactly the same sleight-of-hand:
'Sainbury's 'British Classic' range is emblazoned with a Union Jack, the meat in their Shepherds Pie and the liver is New Zealand Lamb.'
What do Sainsbury's have to say for themselves? According to a Customer Careline Manager:
'The description on the packaging is very clear. The dish itself is a British classic, and not all of the ingredients used in the pie are British. The country of origin for the mince used is stated on the packaging.'
Sorry Sainsbury's, but we're calling bullshit on you. Nobody needs to read the ingredients of what's in a shepherd's pie - we already know what to expect - but seeing 'BRITISH CLASSIC' plastered across the front, a customer would wrongly assume the ingredients were sourced in Great Britain. And of course you know this, and of course that is why you did it. Buying local or national produce is a strong motivator for many consumers, because they feel they're buying fresh or they're supporting local business.
For a dish to be a British classic, it needs British stuff in it - otherwise in no way is it a classic British dish. But then 'NEW ZEALAND SHEPHERD'S PIE' wouldn't sell as well, would it? Neither would 'SHEPHERD'S PIE - MADE WITH ANIMAL CARCASS SHIPPED FROM 12,000 MILES AWAY.'
There's lies, damned lies and supermarket marketing - well done Sainsbury's, you seem to have all those bases covered.