[FMC] Fwd: Heinz cleared over TV soup advert

[Wiediger, Alison]

One thing I think we have to be aware of is that all markets called
farmers' markets don't necessarily have locally grown food or even
farmers as a majority.  I belonged to one for years that had several
vendors that bought most or all of what they were selling from a
wholesaler in a city 60 miles away.  Not farmers, just peddlers, but the
consumer often doesn't know the difference.  In this case, the grocery
store produce might well be a better buy as it is at least transported
in a cooled environment, not the bed of a pickup.  If we want to codify
'farmers' market', there should be some agreement that it needs to
entail farmers selling produce they grew, not re-sellers selling produce
grown anywhere in the country, or even in the world.  Did that market
have "rules" about growing? Indeed, the rule stated "most", was
impossible to enforce, and the worst offenders were the president,
treasurer and families.  The only way out was to form a new market.  So,
is what Heinz doing really anything different?
 
Alison Wiediger, Au Naturel Farm

________________________________

From: fmc-bounces at lists.farmersmarketcoalition.org
[mailto:fmc-bounces at lists.farmersmarketcoalition.org] On Behalf Of Stacy
Miller
Sent: Thursday, March 27, 2008 2:28 PM
To: Zachary Lyons
Cc: FMC Listserv
Subject: Re: [FMC] Fwd: Heinz cleared over TV soup advert


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 
 
 
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."
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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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