Organic veg box company, Riverford, led by founder and farmer Guy Singh-Watson, has teamed up with a group of British farmers, including conservationist and TV presenter Jimmy Doherty, to launch a new fairness campaign called “Farmers Against Farmwashing” aimed at exposing misleading supermarket “farmwashing” practices.
The campaign features a docuseries, which sheds light on the practice of “farmwashing” – where major supermarkets use fake farm brands and the overuse of the Union Jack to give shoppers the impression that their products come from quaint British family farms. However, much of the food is increasingly sourced from industrial US-style, mega farms or from overseas, and is masking a harsh reality – the decline of Britain’s family farms.
Riverford’s research shows that 61% of farmers are concerned they will have to give up their farms within the next 18 months, and despite claims from the UK’s ‘Big Six’ supermarkets of supporting British farmers to the tune of billions, only 1 in 4 (25%) farmers believe these claims are credible and backed up by supermarket buying behaviour.
Across four eye-opening episodes, Guy, Jimmy and a team of British farmers uncover the truth behind some of the ‘British farm’ produce on supermarket shelves and reveal the real-life impact that farmwashing practices can have on farmers across the UK.
Riverford’s research found that two thirds (67%) of farmers feel under pressure from supermarkets and 67% live in fear of being delisted if they complain about supermarket buying behaviour.
The campaign is calling for transparency in supermarket sourcing and fair support for Britain’s farmers – before it’s too late.
The launch of the campaign is supported by an open letter addressed to the CEOs of the ‘Big Six’ supermarkets, calling for an end to the practice of farmwashing and asking supermarkets to honour their promises of supporting British farmers with better buying practices, especially the smaller-scale family farms who are struggling to survive.
The open letter has been signed by over 100 leading figures and counting, including Cat Smith MP, Jimmy Doherty, Rick Stein, William Chase, Ben Goldsmith, David Chadwick MP and Ben Lake MP as well as industry bodies such as Sustain, FFCC and Soil Association.
Conservationist, farmer and TV presenter Jimmy Doherty, said, “Britain’s small-scale farmers are facing extinction, pushed to the brink by the rise of US-style mega-farms. These enormous operations might make meat cheaper, but the hidden costs are devastating compromises on animal welfare, environmental harm, and the destruction of traditional farming livelihoods.
“We’re seeing generations of family farms swallowed up, replaced by faceless corporations that are driven by profit rather than people or the planet. It’s time we take a stand and support real British farming before it’s too late.”
Ultimately, shoppers are being misled. They believe they are supporting the British economy and traditional farming practices but in reality, these deceptive marketing tactics are making it harder for genuine small farmers to compete. Shoppers agree, with 74% saying they want transparency over where their food is sourced, and 67% saying they felt “distrustful” and “annoyed” when they learned that the word ‘farm’ can be used by supermarkets without it being from a real farm.
Riverford research found that two thirds (60%) of shoppers actively look for the Union Jack on products to support British farmers. When shoppers were shown a 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.
Guy Singh-Watson, founder of Riverford Organic, says: “British farming is at a breaking point. The public cares deeply about where their food comes from, the supermarkets know this and they are using that trust to steal farmer stories and to hoodwink shoppers into thinking they are buying from those small-scale, traditional British farms. Yet the reality is that these farms are being pushed to the brink. Is this the future we want for our food system and our countryside?
“Farmers are already struggling with weather extremes, labour shortages, and rising costs, and while supermarkets claim to support British farming, they fail to back it up with their buying practices.
“Supermarkets must stop exploiting farmers and start supporting them. If we want a future where our food system is resilient, our landscapes are preserved, and our farmers are treated fairly, we need more honesty and decency in the supply chain. The British public has shown they care and would pay a little more if they knew it supported better farming. It’s time supermarkets and the government listened.”
Farmers Against Farmwashing is not only a call for supermarkets to stop farmwashing and offer farmers a fair deal, but it is also a rallying cry to shoppers to try to make more informed choices. Riverford is urging shoppers to dig deeper into the origins of their food and, where possible, support local and direct-from-farmer purchases.
Ultimately, change must be driven by the government and policy makers, and the campaign is urging people to write to their MPs. The letter is calling for tighter regulations of the supermarkets, to prevent unfair buying practices, which squeeze smaller farmers out of the market. To send the letter to your MP, visit stopfarmwashing.co.uk.
To further support the #FarmersAgainstFarmwashing movement, shoppers can share the docuseries using the hashtag #FarmersAgainstFarmwashing, to raise awareness and demand transparency from supermarkets.
For more information on the campaign, visit stopfarmwashing.co.uk
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