Farmwashing

I have a pre-school memory of going into town with Mum to do the shopping. She stacked it on and around me in the pushchair. 

In those days you had to shop for fresh food two or three times a week. No fridges for us until the 1960s. Meat kept only for so long in a mesh-fronted meat safe. Milk was delivered daily to the door. You had to buy from different shops: the grocer, the butcher, the greengrocer, and others. Nearly all produce was locally grown and in season. Life was simpler and less frantic. Most mothers did not work, and one ordinary wage could support a family. 

Now, of course, you can buy anything you want at any time of the year: fresh peas and new potatoes in Winter, strawberries at Christmas, and oranges at other times. You never saw blueberries at all. It is flown in cheaply from all over the world. 

Perhaps we expect too much. The toll on the environment is enormous, therefore many prefer to spend a little more and buy locally-grown, ethically-produced meat, fruit, and vegetables. To meet this need, supermarkets offer special brands with idyllic-sounding farm names on the front of the packet. It implies that the product is from those farms. 

This is deliberately misleading. Behind the image of quaint British family farms usually lies a reality of industrial-scale production, with much imported from abroad. Three of the biggest producers have a combined annual turnover of £4.8 billian.The ‘farm’ on the label, such as Tesco’s Redmere Farms, does not exist. It is just a marketing device. At the same time, the real farms this imitates are being driven out of business as their own products are devalued. Large numbers of small farmers fear having to give up their farms, and few believe that supermarket claims to support British farming reflect their actual behaviour.

This is in effect theft, stealing the goodwill of the small farmers. Such cynical manipulation of customers and consumers by big businesses of all kinds (we can probably think of others), with the pursuit of profit above all sense of morality, needs to stop. I can get very angry about it.  

We buy some of our own vegetables from Riverford who have created a website and four short videos with more about Farmwashing. You will never look at a supermarket vegetable aisle in the same way again. 

The website and videos are at www.stopfarmwashing.co.uk and also on YouTube: