Asda has assured its customers after re-launching its Farm Stores range, a label which some agricultural organisations say is misleading – that all its produce is grown by Old Macdonald himself.
The retailer has reintroduced the label on some of its fresh products after dropping it in 2001 whilst attempting to fight, ‘fake farm,’ accusations by using a fictional character from a children’s nursery rhyme to give credibility to the move.
Asda’s Head of Questionable Rebranding Mrs. Faye K. Farmer said, “Farm Stores is most definitely not a fake farm brand. Whilst we don’t actually own any farms, on that farm we have a duck. With a quack-quack here and a quack-quack there, here a quack, there a quack, everywhere a quack-quack, our customers can be confident that we’re reconnecting with our heritage by bringing the Farm Stores brand back to Asda – a name that our customers remember and trust for great value and quality produce.”
It’s not the first time British farmers have accused retailers of using labelling that is misleading. Last year, Tesco and its seven fake farm brands came under fire after the NFU lodged an official complaint over its use of farm names, stating that Tesco were unable to verify that the farms in question were under the stewardship of a cantankerous old git that likes to shoot at people that trespass on his land with a shotgun.
Asda will be doing various promotions to prove the credibility of its Farm Stores range by inviting people to come and see Old Macdonald himself hard at work in the foyer of the retailer’s advertising agency that will be converted into a fake farm scene for the day.
“Anyone that says Farm Stores is a fake farm brand can meet Old Macdonald in the flesh and ask him questions from a pre-approved list as he sits on a bale of real hay that will be placed next to a real tractor. The interviews will of course be limited in length as his costume gets a bit hot if he doesn’t remove the polyurethane headpiece every 10 minutes or so,” Mrs. Farmer added.