The Rise of Farmwashing: Lessons from Riverford’s Campaign Against Misleading Marketing

In today’s market, consumers are increasingly seeking out sustainable and ethically produced food. However, with this growing demand has come a deceptive trend known as farmwashing—the practice of marketing a product as if it it was from a Farm, but the Farm doesn't exist.

A campaign from Riverford, a UK-based organic farm and veg box delivery service recently caught our eye. Riverford has long been a champion of transparency and ethical farming, and their recent campaign calls out the misleading marketing tactics used by big companies that exploit consumer trust.

Riverford’s campaign highlights how some brands use idyllic farm images and vague terms like "natural" or "fresh from the farm" to give the illusion of small-scale, sustainable production, when in reality, their practices are far from eco-friendly. This kind of greenwashing—specifically farmwashing—poses a threat to businesses like Riverford, who invest in genuine organic farming and responsible supply chains.

In one supermarket they found 7 farms used in branding which don't actually exist.

For consumers, Riverford’s campaign is a reminder to look beyond the labels and do a little research into where their food is coming from. Supporting truly sustainable businesses ensures that the demand for ethical farming grows, and it protects the integrity of small, local producers who prioritize the environment.

As farmwashing continues to spread, Riverford’s advocacy is a crucial step toward holding brands accountable and encouraging greater transparency in the food industry.

We see a similar impact in Beekeeping with the use of labels that look like they come from small apiaries when they are mass imported blended products.

The images have been shared from Riverford's Instagram Account.