morrisons fake farm brands

Morrisons has promised shoppers that it will not sell fake farm own brands, reigniting a row over the use of the ranges at rivals including Tesco and Asda.

The supermarket chain has focused much of its marketing strategy around the relationship it has with suppliers and the strength of its supply chain. And tomorrow (10 August), it will host hundreds of real farmers in its stores who will be selling British food to customers.

As part of the strategy, Morrisons is banning fake farm brands. It says the own-label ranges are misleading because they “give an impression that food comes from a British farm, market or town when it may in fact be imported from overseas”. And it claims consumers agree, citing its own research which found that 70% of UK adults object to the use…