Pig World
  • News
      • Animal Health
      • Breeding
      • Business
      • Environment
      • EU
      • Food Safety
      • Housing
      • Marketing
      • NPA
      • National Pig Awards
      • New Products
      • Nutrition
      • People
      • Pig Fair
      • Politics
      • Training & Education
      • Welfare
  • Features
    • Animal Health
    • Breeding
    • Environment
    • Farm Visits
    • Herd Recording
    • Housing
    • Marketing
    • Nutrition
    • Products
    • Training
  • Comment
    • AHDB Pork
    • Chris Fogden
    • Dennis Bridgeford
    • Peter Crichton
    • Red Robin
    • Veterinary View
    • Zoe Davies, NPA
  • Numbers
  • Pig Prices
  • Magazines
    • July 2025
    • June 2025
    • 2025 Innovation supplement
    • May 2025
    • April 2025
    • March 2025
    • 2025 Buildings supplement
    • February 2025
    • 2025 Nutrition Supplement
    • January 2025
    • December 2024
    • November 2024
    • 2025 National Pig Awards supplement
    • October 2024
    • September 2024
    • August 2024
    • 2024 Pig Health supplement
    • July 2024
    • June 2024
    • 2024 Innovation supplement
    • 2024 Pig & Poultry Fair Guide
    • May 2024
    • April 2024
    • 2024 Buildings Supplement
    • March 2024
    • 2024 Pig Nutrition supplement
    • February 2024
    • January 2024
    • December 2023
    • November 2023
    • 2023 National Pig Awards supplement
    • October 2023
    • September 2023
    • Health Supplement
  • Suppliers
  • Jobs
    • Browse Jobs
    • Post a Job
    • Manage Jobs
  • Classified
  • Events
    • Pigs Tomorrow
    • National Pig Awards
Podcast
Pig WorldPig World
  • News
      • Animal Health
      • Breeding
      • Business
      • Environment
      • EU
      • Food Safety
      • Housing
      • Marketing
      • NPA
      • National Pig Awards
      • New Products
      • Nutrition
      • People
      • Pig Fair
      • Politics
      • Training & Education
      • Welfare
  • Features
    • Animal Health
    • Breeding
    • Environment
    • Farm Visits
    • Herd Recording
    • Housing
    • Marketing
    • Nutrition
    • Products
    • Training
  • Comment
    • AHDB Pork
    • Chris Fogden
    • Dennis Bridgeford
    • Peter Crichton
    • Red Robin
    • Veterinary View
    • Zoe Davies, NPA
  • Numbers
  • Pig Prices
  • Magazines
    1. July 2025
    2. June 2025
    3. 2025 Innovation supplement
    4. May 2025
    5. April 2025
    6. March 2025
    7. 2025 Buildings supplement
    8. February 2025
    9. 2025 Nutrition Supplement
    10. January 2025
    11. December 2024
    12. November 2024
    13. 2025 National Pig Awards supplement
    14. October 2024
    15. September 2024
    16. August 2024
    17. 2024 Pig Health supplement
    18. July 2024
    19. June 2024
    20. 2024 Innovation supplement
    21. 2024 Pig & Poultry Fair Guide
    22. May 2024
    23. April 2024
    24. 2024 Buildings Supplement
    25. March 2024
    26. 2024 Pig Nutrition supplement
    27. February 2024
    28. January 2024
    29. December 2023
    30. November 2023
    31. 2023 National Pig Awards supplement
    32. October 2023
    33. September 2023
    34. Health Supplement
    Featured

    July 2025 issue of Pig World now available

    July 6, 2025
    Recent

    July 2025 issue of Pig World now available

    July 6, 2025

    June 2025 issue of Pig World now available

    June 4, 2025

    2025 Innovation supplement now available

    June 4, 2025
  • Suppliers
  • Jobs
    • Browse Jobs
    • Post a Job
    • Manage Jobs
  • Classified
  • Events
    • Pigs Tomorrow
    • National Pig Awards
LinkedIn X (Twitter)
Pig World
Business

Tesco apologises for confusion over fake farm brands – but defends policy

Alistair DriverBy Alistair DriverAugust 16, 20174 Mins Read
LinkedIn Twitter Facebook Email
While not featuring in the Which? report, Tesco's Woodside Farms pork has often been cited as a an example of misleading labelling

Tesco has ‘apologised for any confusion’ caused while also defending its use of ‘fake farm’ labels, after one of its major competitors announced it would no longer display them.

Earlier this month, Morrisons revealed it would not adopt brands using fictitious farm names after a survey it commissioned showed 70% of consumers objected to them and only wanted genuine place or farm names on packaging and branding.

Farming organisations including the NFU, the National Pig Association and the Soil Association have consistently condemned use of the brands by the likes of Tesco and Asda because of fears they mislead consumers. This is because the brands, such as Tesco’s Woodside Farms, include imported and domestically-produced meat.

Tesco was challenged over its policy by Twitter user Will de Feyter (@WilldeFeyter), a Harper Adams graduate and now an arable, pig and sheep farmer.

Above a picture of British and Danish Woodside Farms pork, he wrote: “@Tesco‪ Woodside farms have farms in Denmark & UK? Different country of origin in the same packaging & shelf space – a bit misleading.”

Tesco, which the bi-monthly Porkwatch survey shows is second only to Asda when it comes to stocking imported pork, responded with a series of tweets defending its policy.

@Tesco Woodside farms have farms in Denmark & UK?Different country of origin in the same packaging & shelf space- bit misleading? @NFUtweets pic.twitter.com/L4xI2GFrGW

— Will de Feyter (@WilldeFeyter) August 13, 2017

It said: “We’re committed to supporting the British pig industry & all of our Finest bacon, gammon + sausages are sourced using only British pork.

“This includes our standard range of bacon and gammon, where we ensure that the pigs’ welfare is of the highest standard.

“Some of our products are sourced from Holland and Denmark due to the high demand of raw material required. However, we know how it important it is for you to make an informed decision about what food you buy.

“So we’ll always display the country of origin for our pork products. I hope this helps to explain our position Will.”

After Mr de Feyter responded reiterating his concerns ‘that the packaging is nearly identical & they were all mixed up in the same space on the shelf – not exactly clear’, Tesco issued an apology of sorts.

“I’m sorry for any confusion, Will, your feedback really is beneficial for us to receive,” the retailer replied on its Twitter feed.

Momentum growing

Tesco is not the only offender. After it launched seven fictitious farm brands in 2016, Asda relaunched its value Smart Price food range as Farm Stores this April. Aldi reportedly replaced its Wood Farm brand with Nature’s Pick earlier this year, while its Ashfield Farm brand sells 100% British meat.

Momentum against supermarkets still using fictitious brands is growing, following the move by Morrisons, which dropped a brand called Hemsley’s – based on the real North Yorkshire town of Helmsley – more than a year ago.

NFU Deputy President Minette Batters welcome the commitment, adding: “In our view it is important that product names and descriptions on packaging are clear, accurate and do not mislead consumers.”

FARMA, the trade association for Farm Shops and Farmers’ Markets in the UK, also welcomed the decision. Its chairman Milly Stokes said the labels ‘only serve to confuse shoppers, who our own research says are increasingly concerned about the provenance of their food’.

“Whilst the decision by Morrisons is good news, some of the UK’s biggest supermarket brands are still using ‘fake farms’ to market their produce. We hope that increased pressure from consumers will help stamp out this confusing practice.”

Soil Association policy director Peter Melchett said: “The news that Morrisons has chosen not to use fake farm brand names is a welcome acknowledgment that this is bad practice and insulting to both farmers and shoppers – other supermarkets who still use fake farms on their packaging should do the same.”

Yorkshire pig farmer and former NPA chairman Richard Longthorp last year accused Tesco appeared of forgetting the lessons about trust it should have learned from the horsemeat scandal.

“They are using tertiary brands (aka flags of convenience) such as ‘Woodside Farms’, to trick their customers into thinking that the meat they are buying is British. Well there can’t be that many pig farms in Denmark or Holland called “Woodside” can there? Strange way to try and gain customer’s trust!”

Share. LinkedIn Facebook Twitter Email
Previous ArticleNFU welcomes Government statement on Customs Union
Next Article Pork sales weaken as prices rise and promotions fall
Alistair Driver

Editor Pig World, group editor Agronomist and Arable Farmer and Farm Contractor. National Pig Association webmaster. Former political editor at Farmers Guardian. Occasional media pundit. Brought up on a Leicestershire farm. Works from a shed in his Oxfordshire garden.

Read Similar Stories

GB pig prices for week ending July 5, 2025 – SPP bounces back to reach year high

July 9, 2025

Nutrient Action Programme could destroy NI pig sector, UFU warns

July 9, 2025

Straw prices for the week ending July 13, 2025

July 9, 2025
Latest News

GB pig prices for week ending July 5, 2025 – SPP bounces back to reach year high

July 9, 2025

Nutrient Action Programme could destroy NI pig sector, UFU warns

July 9, 2025

Comment: British pork reimagined: Data-led marketing for a changing consumer

July 9, 2025
Sponsored Content

THE GATEKEEPER OF RESPIRATORY HEALTH – MYCOPLASMA HYOPNEUMONIAE (M.HYO)

April 30, 2024

Tackle the root cause of PWD with free diagnostic tests

March 1, 2024
Current Pig Industry jobs
  • Pig Stockperson – Ref 1759 North Yorkshire

    • North Yorkshire
    • Roadhogs Recruitment Ltd.
    • Full Time
  • Pig Stockperson – Ref 1758 Norfolk

    • Norfolk
    • Roadhogs Recruitment Ltd.
    • Full Time
  • Experienced Pig Stockperson – Ref 1757 South East England

    • South East England
    • Roadhogs Recruitment Ltd.
    • Full Time
GETTING IN TOUCH
  • Advertise
  • Contact Us
  • Meet The Editors
  • About Us
  • Email Newsletters
  • Subscribe
  • Reuse permissions
OUR SOCIAL CHANNELS
  • Twitter
  • LinkedIn
PARTNER EVENTS
RELATED SITES
  • Farmers Weekly
  • Agronomist & Arable Farmer
  • Farm Contractor
  • National Pig Awards
  • Pigs Tomorrow
  • Poultry News
  • Weekly Tribune
  • Privacy Policy
  • Cookies Policy
  • Terms and Conditions
© 2024 MA Agriculture Ltd, a Mark Allen Group company

Type above and press Enter to search. Press Esc to cancel.