Farmers call for 'fake farm' brand names to be prohibited

“It is clear that where a retailer does not offer branded food to the consumer, the farmer will receive less.” 

The IFA's campaign against the branding policy by retailers was expanded in 2021 to highlight food products that use fictitious names of farms, dairies, creameries, and bakeries.

The Irish Farmers’ Association (IFA) has called for the use of “fake farm” brand names by retailers to be prohibited in Ireland, claiming that “fictional” farms only have the effect of “misleading” consumers.

IFA president Tim Cullinan said shoppers may interpret these farms “as being of local origin, which may not be the case”.