UK retailers have been accused of engaging in misleading farmwashing practices.

2025-03-03 00:00

UK consumers walking through supermarket aisles may assume that the products they are buying are sourced locally. However, a significant portion of the produce labeled with the Union Jack flag is not actually British. This misleading practice, known as farmwashing, has negative impacts on small to medium-sized farming businesses, as approximately three-quarters of fruits and vegetables in the UK are not locally sourced.

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