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Riverford, an organic vegetable supplier, has launched a new campaign targeting “farmwashing” practices by supermarkets. Farmwashing involves creating fake farm brands and using excessive Union Flags to attract consumers. The company has sent an open letter to the CEOs of major retailers, calling for an end to deceptive food marketing.
In addition to the letter, Riverford will release four short documentaries on farmwashing on the campaign website stopfarmwashing.co.uk. These episodes will feature farmers, including Riverford founder Guy Singh-Watson and TV farmer Jimmy Doherty. The message is clear – retailers must stop misleading shoppers with false claims and inappropriate use of the Union Flag.
The campaign has received support from MPs, farmers, chefs, and industry figures, including George Dunn and Roger Kerr. In response to the campaign, the British Retail Consortium emphasizes that supermarkets are committed to promoting British farming and following food labeling regulations.
A survey referenced in the campaign reveals that a significant number of farmers are considering giving up their farms due to challenges in the industry. Riverford founder Guy Singh-Watson warns that British farming is at a critical point, with supermarkets taking advantage of consumer trust to promote false farm stories.
This campaign follows the Get Fair About Farming campaign in 2023, which highlighted the struggles of farmers due to supermarket buying practices. Riverford continues to advocate for transparency and fairness in the food industry.
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Maria Sanchez completed her Bachelor’s degree in Plant Sciences from the University of California, Davis, in the USA. Her studies focused on plant genetics and biotechnology, with an emphasis on developing disease-resistant crop varieties. Maria has contributed to several research projects aimed at improving crop resilience to climate change and is now pursuing her Master’s degree in Plant Breeding.
