Research

The Farmer research was conducted by Censuswide, among a sample of 202 Farmers who are currently trading with supermarkets/have traded with supermarkets in the last 5 years (aged 18+). The data was collected between 08.07.2024 - 16.07.2024.

The Consumer research was conducted by Censuswide, among a sample of 2003 respondents (nat rep) (16+). The data was collected between 08.07.2024 - 10.07.2024.

Farmwashing exposed

Fake farms

A fake farm is what supermarkets put on some of their products to make it sound like the produce is grown or reared on a British Farm. The reality is that they are sourced from multiple countries and large industrial farms.

We asked shoppers and farmers how they feel about supermarket fake farms.

of shoppers believe supermarkets are misleading them with 'farm' branding on fresh products, that are not from a real British farm.
of shoppers felt distrustful and annoyed when they learned that the word 'farm' can be used by supermarkets without it being from a real farm.
of farmers would support a ban of 'fake farm' brands in supermarkets and say they feel under pressure from supermarkets and buyers.
of farmers want legislation to make labelling clearer when products come from a real farm versus a fake farm.
of British farmers say their farms are at financial risk in the next 18 months, highlighting the disconnect between consumer expectations and the reality faced by farmers.

Britwashing

Britwashing is where produce is falsely labelled or advertised as British. For instance, under a display like this.

When we showed shoppers this photo of produce in a UK supermarket under a Union Jack flag, more than two thirds (68%) expected more than half of it to come from a British farm. In fact, none of it did.

We asked shoppers and farmers how they feel about Britwashing.

74% of shoppers want supermarkets to be transparent about produce and meat that is not British and sourced from abroad.
Two thirds (60%) of shoppers actively look for the Union Jack on products to support British farmers.
of farmers support a ban on supermarkets using fake farm branding, emphasising the need for honesty in supermarket labelling.
67% agree that 'Buy British' should only feature British produce
agree meat labelled as British should mean it has been reared in the UK.