Grocery store chain Morrisons has vowed to support genuine British farmers by not embracing brand names using phony farm names after a reaction by the National Farmers’ Union and issues by consumers.
Morrisons revealed its objective after a 70% of grownups stated in a study by the company they challenged using fictitious farm brand names and just desired real place or farm names on product packaging and branding.
The Bradford-based grocer dropped a brand name called Hemsley’s– a play on the genuine North Yorkshire town of Helmsley– more than a year earlier. The merchant is prompting consumers to go to shops to satisfy genuine farmers who will describe the advantages of UK-grown food.
The Morrisons study discovered 46% of participants had never ever satisfied a farmer, while 52% stated they did unknown how the food they purchase was grown. According to the Office for National Statistics, 83% of the UK population resides in metropolitan locations.
The NFU and the Soil Association have condemned phony farm brand names as deceiving for customers and insulting to farmers. The most prominent example remained in March 2016 when Tesco, the UK’s biggest seller, introduced 7 brands names– consisting of Woodside Farms and Boswell Farms– based upon British-sounding but fictitious names. Some foods were imported from abroad but given British names to make them sound local.
In April, Asda relaunched its value Smart Price food variety as Farm Stores, reigniting the row. German discounter Aldi changed its Wood Farm brand name with Nature’s Pick previously this year, while its Ashfield Farm brand name offers 100% British meat.
” Supermarket consumers are in some cases provided with deceptive pictures of farmers on their food” stated Joe Mannion, head of British animals at Morrisons. “We think that by meeting our genuine farmers, consumers will see and value that we understand where our food originates from.”