Retailer’s switch, which follows similar move by Tesco, criticised as misleading for shoppers and insulting to farmersThe supermarket chain Asda has relaunched its value Smart Price food range as Farm Stores, reigniting the row about retailers’ controversial use of “fake farm” brands to sell products. Asda, which pledged to replace the Smart Price branded products completely by 2018, has recently reintroduced the Farm Stores label for both meat and fresh produce after dropping it in 2001. UK farming organisations – which last year criticised Tesco’s introduction of a budget range of own-label “farm” brands – dismissed the latest marketing drive as misleading for consumers and insulting for farmers. It has won back disillusioned shoppers by focusing on lower prices – with the new farm brands key to a significant sales uplift. ‘The use of fake farm names or branding is misleading for consumers and insulting to farmers,” he said.

Source: The Guardian April 12, 2017 05:30 UTC