The supermarket’s refresh of its fresh produce ranges using ‘fake’ farms has left a sour taste, but it won’t last for long, says David Burrows.
Poor old Tesco: just when it seems to have come up with a decent idea, the media throws it back in its face. More than 70 lines of fruit, veg, poultry, pork and beef have been revamped under seven new “farm” brands. These include Redmere Farms for veg, Rosedene Farms for fruits and Boswell Farms, which look after the beef. Trouble is – none of them exist.