Morrisons is pledging not to introduce fictional farm branding into its stores. The retailer says these brands can give an impression that food comes from a British farm, market or town when it may in fact be imported from overseas.
Morrisons is making the commitment as 70 per cent of UK adults say they object to the use of fake farm brands and only want real place names or farm names to be used on packaging and branding.
Today, as part of #Farm24, the retailer is holding a ‘Meet the Farmer’ day so shoppers can talk to the farmers that supply their food.
NFU deputy president Minette Batters said: “We welcome this commitment from Morrisons not to introduce fictional farm branding in its stores. In our view it is important that product names and descriptions on packaging are clear, accurate and do not mislead consumers. We would always encourage shoppers to look out for the Red Tractor logo to ensure the food is produced to the highest welfare standards, and can be traced back to a British farm.
“Farmers supplying Morrisons will today be in stores across the country as part of the announcement. This provides the perfect opportunity for farmers to have direct conversations with shoppers to tell their stories about the high quality, high welfare food they produce on a daily basis.”