Supermarket 'fake farms' to look out for

Morrisons pledges to use real placenames only for produce and meat

Supermarket fruit and vegetables
(Image credit: Christopher Furlong/Getty Images)

Morrisons has come out against the common supermarket practice of selling fresh fruit, vegetables, meat and fish under the name of an invented farm, saying it will never use "fake farm" brands.

The supermarket made the decision after a consumer survey revealed that 70 per cent of British shoppers believe supermarkets should not use fake place-names or locations in their branding. Some of Morrisons' competitors sell products labelled with non-existent place names including Wood Farm, Birchwood Farm and Bay Fishmongers.

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