UK consumers navigating supermarket aisles may assume their purchases are locally sourced. However, much of the produce under Union Jack signage is not British. This practice, known as farmwashing, affects small to medium farming enterprises, as around three-quarters of UK fruit and vegetables are imported. The Government's food security report highlights a 13% decrease in domestic vegetable production from 2021 to 2023, as retailers seek cost-effective imports.
Riverford Organic Farmers initiated Farmers Against Farmwashing to address this issue. Research indicates that 67% of shoppers distrust the use of 'farm' in marketing, and 74% desire more transparency. Additionally, 65% of farmers advocate for clearer labeling legislation, and 62% feel financially at risk. Guy Singh-Watson, Riverford's founder, emphasizes the need for honesty in food marketing to tackle environmental issues.
Farmwashing involves retailers creating fake farm brands and misleading consumers with romanticized narratives. While some products may originate from British producers, they rarely come from small family farms. Large retailers create these brands to meet consumer demand for traditional farms, but Singh-Watson argues that supermarkets should support real farms instead.
The pork industry is notably affected, with products labeled as British despite being sourced from the continent. Martin Lines, CEO of Nature Friendly Farming Network, notes that consumers are often unaware of farmwashing, as labels create a misleading impression of quality. This practice undermines the farming industry, denying farmers a chance to differentiate themselves despite aligning with consumer values.
Concerns include large corporations impacting small and medium-sized farms. Future environmental and climate goals may lead corporations to exploit farmers' carbon savings without fair compensation. The lack of British food producers poses a threat to UK food security, with farmers opting for more lucrative land uses.
Martin Lines advocates for standardized food and trade systems to ensure imported food meets UK standards. Guy Singh-Watson supports clear labeling to empower farmers and consumers. The Grocery Code Adjudicator needs strengthening to address trading practices, and relationships between packers, processors, and farmers require more resources.
Specialty food businesses should vet suppliers to ensure authentic British produce. Organic or B Corp certifications offer assurance against farmwashing. Specialty retailers, such as farm shops, maintain strong producer relationships and deliver honest products, fostering informed consumer choices.
Source: Speciality Food
