[FMC] Fwd: Heinz cleared over TV soup advert

[Stacy Miller]

Excellent question, and one FMC has been discussing internally since
January.  I am interested to know how people feel this can be approached on
a larger scale. In the case of Heinz, FMC will likely be sending a letter to
their foundation in order to open a dialogue about the issue.  We have FARMA
(an FMC member!) to thank for bringing this issue to the forefront.

On Thu, Mar 27, 2008 at 3:06 PM, Zachary Lyons <zach at cowswithguns.com>
wrote:

> Any ideas on how we can protect the farmers market brand name here in the
> states?  I am rather tired of our good name being exploited to sell anything
> from salad dressing to canned tomatoes.  Albertson's grocery store chain
> calls its produce department "farmers market," and a local natural foods
> coop advertises that its produce is "farmers market fresh."  Both assertions
> are false, and they undermine the public's impression of farmers market
> quality.  Is there some point that we move to legally protect the term
> "farmers market?"
> -Zach Lyons
>
> On Mar 27, 2008, at 5:41 AM, Stacy Miller wrote:
>
>  This is from a British news service...
>
> Heinz cleared over TV soup advert
>
>
>     [image: Bowl of soup] The Heinz 'Farmers' Market' soup ad featured The
> Archers theme tune
> *Food giant Heinz has been cleared by the Advertising Standards Authority
> (ASA) of misleading the public over its Farmers' Market soup range.*
>
> The watchdog rejected 25 complaints that the advert implied the soup was
> made from ingredients sourced at a farmers' market.
>
> The ad invited viewers to "taste the countryside" and featured the theme
> tune to The Archers radio drama.
>
> The ASA said Heinz had clearly stated how it sourced the ingredients.
>
> Complaints were brought by members of the public and several farming
> organisations, including Hampshire Farmers' Markets Limited and The Real Jam
> and Chutney Company.
>
> But Heinz, based in Middlesex, told viewers that the soups' contents were
> from the UK and abroad, said the ASA.
>
> The ASA concluded: "We considered that most viewers would understand that
> it was unlikely that a canned product, distributed on a national scale by
> Heinz, would be made from ingredients sourced locally from farmers'
> markets."
>
>
>
> ------------------------------
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>
>
> --
> -------------------------------------
> Stacy M. Miller
> Executive Secretary
> Farmers Market Coalition
> stacy at farmersmarketcoalition.org
> 304-685-2669
> www.farmersmarketcoalition.org
>
> "All of the animals except for man know that the principle business of
> life is to enjoy it."
> - Samuel Butler
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-- 
-------------------------------------
Stacy M. Miller
Executive Secretary
Farmers Market Coalition
stacy at farmersmarketcoalition.org
304-685-2669
www.farmersmarketcoalition.org

"All of the animals except for man know that the principle business of life
is to enjoy it."
- Samuel Butler
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