The ‘Farmers Against Farmwashing’ campaign, led by organic veg box company Riverford, has gained momentum with over 11,000 people sending letters to their MPs, expressing concern over what the campaign describes as “misleading” supermarket practices.

The campaign has accused major supermarkets of “farmwashing” – the use of fake farm brands and British flags to give shoppers a false sense of impression of local, family-farmed produce.

However, the movement claims the reality is that much of the food is increasingly sourced from industrial US-style mega farms or from overseas, and is leading to the decline of Britain’s family farms.

In September, an open letter addressed to the CEOs of Tesco, Sainsbury’s, Asda, Morrisons, Aldi and Lidl, called for tighter regulations of the supermarkets to prevent unfair buying practices, which the campaign claims “squeeze smaller farmers out of the market”. 

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The letter also called for the strengthening and expanding of the Groceries Code Adjudicator  – the regulator responsible for ensuring supply chain fairness – and urges closing regulatory gaps to better protect farmers and make it easier for them to speak out against unfair practices.

A plan is also in place for the campaign group to talk directly to secretary of state for business and trade Jonathan Reynolds who oversees the remit of the regulation.

It comes as 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 Big 6 grocers of supporting British farmers, only 25% of farmers believe these claims are credible and backed up by supermarket buying behaviour.

Riverford Organic founder Guy Singh-Watson said: “The public’s 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 – the ones doing right by the land, their animals, and the planet.

“Over 11,000 letters have already been sent to MPs, demanding tighter regulation of supermarkets and better protection for farmers. This support – from the public, industry experts, and farmers alike – proves people care deeply about the future of British food and want a fairer, more honest system.

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