The call for stricter supermarket regulation in the field of ‘farmwashing’ is becoming louder

More than 11,000 citizens have sent a letter to their local MP calling for stricter measures regulations of the supermarkets to prevent unfair purchasing practices that are becoming smaller farmers out of the market.

The Farmers Against Farmwashing campaign said public support had been “overwhelming”.

Farmwashing occurs when supermarkets use fake farm brands and their overuse Union Jack to give shoppers the impression that their products come from British family farms.

“The public response to our Farmers Against Farmwashing campaign shows how much people care about where their food comes from and their desire to support real British farmers – those who do justice to the land, their animals and the planet,” said Guy Singh-Watson, founder of Riverford Organic.

“We have a real opportunity for change,” he added. “It’s time for supermarkets and the new government to listen and act so that British farms can thrive and not just survive.”

The letter to MPs contained recommendations from Sustain on policy and called for stricter regulations for supermarkets.

It has also called for strengthening and expanding the Evaluator of the shopping codethe supervisor responsible for ensuring this supply chain honesty.

It urged closure regulatory gaps to better protect farmers and make it easier for them to speak out against unfair practices.

There is also a plan for the campaign group to speak directly to Jonathan Reynolds, Secretary of State for Business and Trade, who oversees the duties of the regulationduring a roundtable discussion, it said.

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 that they are supporting British farmers worth billions, only 1 in 4 (25%) farmers believe these claims are credible and supported by supermarket purchasing behaviour.

“The new Labor government must act quickly to ensure a fairer deal for farmers,” said Will White sustainably agriculture coordinator at Sustain. “A critical step would be addressing broken food supply chain regulations. Farmers deserve fair compensation for the risks they take to produce the food we all depend on.”

An open letter released as part of the campaign has been signed by more than 100 leading figures 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.