Draft:Farmwashing
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Last edited by InsightfulEditor86 (talk | contribs) 2 seconds ago. (Update) |
Farmwashing is a form of marketing or advertising that deceptively uses the appearance of produce having been grown or produced by small family farms, and gives the impression that the retailer is in support of farmers. This may mask a reality of industrial, large-scale practises, less stringent animal welfare than first appears and more overseas sourcing than is implied.
Types of Farmwashing
[edit]Farmwashing can manifest in various ways:
- Fake Farm Brands: Retailers may create fictional farm names and imagery, leading consumers to believe that the produce is grown on a specific, often small or traditional farm. However, this often masks the fact that the produce is from large-scale industrial farms or overseas sources.
- Misleading Claims of Farmer Support: Advertising may claim support for local or small-scale farmers, but the reality can include importing produce or using less stringent farming practices, particularly in terms of animal welfare.
- Bundling Local and Imported Produce: Retailers may bundle together imported and homegrown produce under the name of a farm, creating a misleading perception that the majority of the products are local.
Origins of the Term
[edit]The term farmwashing was coined by Riverford Organic Farmers, a UK-based organic farming company. Riverford launched a campaign called Farmers Against Farmwashing, urging UK supermarkets to cease deceptive marketing practices that mislead consumers about the origin and scale of food production.