Total Bull

M&S win 2019 Total Bull award M&S have been awarded a 'Total Bull' award for their 'Fake Loch' branding Read more

Calling out the biggest bull on your supermarket shelves

Some food marketing is Total Bull. In 2017 Feedback took on Tesco’s ‘fake farm’ meat brands – their bargain basement meat which happens to feature a nice-sounding farm name like ‘Woodside Farm’. The catch? Tesco’s ‘Woodside Farm’ doesn’t exist…

What's the problem?

Supermarkets are selling meat under fake farm names, deliberately encouraging consumers to believe that the meat is sourced from small-scale producers. We believe this is peddling a load of bull. For all shoppers know, behind the bucolic mirage could lie a high-intensity, unsustainable mega farm. Tesco are not the only supermarkets to use made up farm names in their branding. Other fake farm ranges include Asda’s ‘Farm Stores’, which features an old-fashioned barn and tractor on the label, Lidl’s ‘Birchwood Farm’ meat range (which is marketed as ‘Strathvale Farm’ in Scotland), Aldi’s ‘Ashfield Farm’ and Marks and Spencer’s ‘Oakham’ chicken.



What's the solution?

Total Bull is the campaign to shine a light on the biggest bull on our supermarket shelves. We hold food companies to account for their misleading marketing and call on them to support small farms before it’s too late. 


Latest updates in this campaign

Looking for Lochmuir
Looking for Lochmuir

Where does your salmon come from? It can be difficult to…

Environmental and Economic potential of surplus food as pig feed
The Steaks are High – exposing the investors and banks propping up Big Livestock
The Steaks are High – exposing the investors and banks propping up Big Livestock

In a week when Extinction Rebellion’s occupation of major London landmarks has…

Tesco wins Total Bull award for fake farm branding
Tesco wins Total Bull award for fake farm branding

Our new campaign, Total Bull, calls out the biggest bull on your…

View more updates

What can you do to make a difference?

Total Bull Award

Tesco won our first Total Bull award – watch the video to find out why.

Sugar and spice and all things nice?

We all know that too much sugar is bad for us. However, did you know about the hidden damage UK sugar production is inflicting on our soil? We pride ourselves on shining a light on forgotten corners of the food system, and uncovering problems, like UK sugar production, which seem to be hidden in plain sight. But we can't do it without your support - will you support our investigations by donating to Feedback?

Tell the sugar industry to 'Beet it'