Farmers in the UK have raised concerns about the practice known as “farmwashing” and have called on major supermarkets to support local producers. The Farmers against Farmwashing campaign, initiated by Guy Singh-Watson, the founder of Riverford Organic vegetable box company, alleges that supermarkets are misleading consumers with fake farm brands and excessive use of Union Jack branding, giving the impression that products are from traditional British family farms. However, in reality, a significant amount of the food is sourced from large-scale industrial farms, some resembling those found in the US, or from overseas, disguising the decline of small British farms.
A recent survey conducted in July among 202 farmers who have traded with supermarkets in the past five years revealed that 61% fear they may have to relinquish their farms in the next 18 months. Only a quarter of the farmers surveyed found supermarket claims of supporting British farmers to be credible based on their purchasing practices. The survey also indicated that 67% of farmers feel pressured by supermarkets’ buying tactics, with 68% fearing delisting if they raise concerns about these practices.
Furthermore, a separate study involving consumers found that 74% desire transparency regarding where their food comes from, while 67% expressed feelings of “distrust” or “annoyance” upon discovering that supermarket products labelled with “farm” may not originate from actual farms. Additionally, 60% of shoppers actively seek the Union Jack symbol on products to show support for British farmers.
The call to end “farmwashing” has been supported by over 100 individuals from the farming and food industry, including MPs Cat Smith, David Chadwick, and Ben Lake, television presenter Jimmy Doherty, and chef Rick Stein. The initiative is further bolstered by organisations such as Sustain, the Food, Farming and Countryside Commission (FFCC), and the Soil Association. Accompanying the appeal is a documentary series aiming to uncover the truth behind claims of British farm produce in supermarkets, available on the stopfarmwashing.co.uk website.
In response to the campaign, farmer and TV personality Jimmy Doherty highlighted the threat faced by small-scale British farmers from the proliferation of US-style mega-farms. He warned of the adverse effects on animal welfare, the environment, and traditional farming livelihoods should this trend continue. Guy Singh-Watson underscored the urgency of the situation, emphasising the need for honesty and decency in the supply chain to support a resilient food system, preserve landscapes, and ensure fair treatment of farmers.
Andrew Opie, the director of food and sustainability at the British Retail Consortium, defended supermarkets, stating that they promote British farming and adhere to strict food labelling regulations, including flag usage. He mentioned that retailers create farm brands to help consumers identify quality goods.
The issue of “farmwashing” has sparked debates around food sourcing transparency and the support of local farmers, urging supermarkets to align their practices with the expectations of both farmers and consumers for a sustainable and ethical food system.