The Power of the Word “Farms” in Brands

The Power of the Word “Farms” in Brands

Tesco has re-branded some of of their meat and produce products with a new range of “farm” names. The controversy is that the “farm” names used are either completely fabricated or are derived from a farm that has nothing to do with the product. The seven new brands consist of produce, beef, and poultry. This change in marketing was implemented in hopes to improve consumers’ perception of the quality and freshness of their products. This marketing practice isn’t unique to Tesco, considering Target has been doing something similar with the Archer Farms brand. European supermarket Aldi has been doing the same with their Ashfield brand. Supermarket companies have learned that the consumers associate the word “farm” with quality and freshness. “…retail consultant Alison Pike said that the new branding was well positioned. The word ‘farm’ will give a perception of quality and a perception of provenance for the product itself.” (Marketing Magazine) For Tesco, this change was directly attributed to the fact that their store brand products were known for their poor quality resulting in customers to avoid them. “Bill Grimsey, … who worked for Tesco in the 1980s as its first customer services director, said that improving the perception of value was a particular challenge in fresh food…” (Marketing Magazine) This negative perception put pressure on Tesco to change their methods. “… the policy comes as supermarkets are under increasing pressure to improve transparency and provide information about where its food comes from.” (Independent) While some of the names are completely made up, a few are real farms and businesses. The owner of Boswell Farm, which supplies holiday...