Kent farmer’s petition on misleading labels nears 80,000 signatures

A campaign calling for tougher action against misleading supermarket food labelling is closing in on 80,000 signatures, with farmers warning that British-style branding on imported produce is confusing shoppers and undermining UK producers.

The online petition – launched by Kent farmer Fidelity Weston of Romshed Farm, near Sevenoaks – urges ministers to crack down on supermarkets using labels and imagery that suggest imported food is British.

Campaigners say the practice disadvantages UK farmers, who must meet higher welfare and environmental standards, while misleading consumers trying to support local produce.

See also: Farmer’s wife calls out supermarkets on British sourcing

“Supermarkets need to stop misleading shoppers so they can no longer undercut British farmers who operate to higher standards,” the petition states.

It accuses retailers of using Union Flags and “Made in Britain”-style messaging on food grown overseas, creating the impression it is home-produced while allowing cheaper imports to compete unfairly with UK suppliers.

The issue was highlighted again over the weekend by Northamptonshire farmer Phil Weston, who shared an image on his “Phil’s Farming” Facebook page of a 500g pack of “Irish tomatoes on the vine” that had been grown in Spain.

Tesco responded by saying the tomatoes’ country of origin was stated on the packaging and that the brand itself is Irish, adding that it apologised for any confusion caused.

If the petition reaches 100,000 signatures, it will trigger a parliamentary debate, forcing MPs to formally discuss the issue and consider changes to food labelling laws.

Government stance

The UK government has acknowledged concerns around food origin labelling and has pledged to strengthen transparency rules, including clearer country-of-origin information and tighter controls on branding that could mislead shoppers.

Ministers have said labelling must be “fairer and clearer” for consumers while supporting British farmers.

Campaigners argue existing rules still allow too much ambiguity and call for tougher enforcement and mandatory, unambiguous labelling standards.