Morrisons promises not to adopt brands using fake farm names

Move follows NFU criticism of practice and consumer calls for genuine labelling

Supermarket chain Morrisons has pledged to support real British farmers by not adopting brands using fake farm names after a backlash by the National Farmers' Union and concerns by shoppers.

Morrisons announced its intention after a 70% of adults said in a survey by the company they objected to the use of fictitious farm brands and only wanted genuine place or farm names on packaging and branding.