Supermarkets are very good at spotting trends, and even better at making themselves appear to be on top of those trends.
For example, in the last few years pressure from consumers has led to the provenance of fresh food being clearly displayed on the label. In some cases, the label will even identify the very farm where the produce was grown.
For those of us who check the labels, this trend has helped us make more informed choices over what we put in our shopping baskets.
Unfortunately, whilst such labelling should promote greater transparency, it is heavily dependent on the honesty and integrity of the supermarkets themselves.
And therein lies a problem.
Earlier this year, Tesco supermarket was revealed to be using fake farm labels on its fresh produce. Tesco have seven such labels – Rosedene Farm, Boswell Farms, Suntrail Farms, Willow Farms, Nightingale Farms, Redmere Farms and Woodside Farms
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