Local schmocal

Consumers want local, sustainable food – and supermarkets are keen to suggest that is what they offer. A trend for produce provenance fibs has mushroomed. Supermarket brands from M&S’s Oakham chicken to Sainsbury’s “Castle Mey, from the Walled Garden” beef and lamb have been “inspired” by consumer expectations – if not actually produced in these locations. A report by Trading Standards in Hampshire found that 25 per cent of all food sold as “local” is nothing of the sort, the most blatant of claims being made by a UK retailer caught for selling “local” samphire that actually came from Israel.

Source: The Daily Telegraph

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