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Farmers slam Tesco advert as child tells father: ‘I don’t want to eat animals any more’

The advert promotes ‘changes to our old favourite, sausage casserole’, replacing pork sausages with ‘meat-free Cumberland’s’.

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Tesco's Carl's 'All Change' Casserole Food Love Stories advert.
Tesco's Carl's 'All Change' Casserole Food Love Stories advert.
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Farmers slam Tesco advert as child tells father: ‘I don’t want to eat animals any more’

Farmers have blasted a Tesco Food Love Stories advert which sees a child tell her father she ‘does not want to eat animals anymore’.

 

The advert promotes ‘changes to our old favourite, sausage casserole’, replacing pork sausages with ‘meat-free Cumberland’s’.

 

“Just as tasty as it used to be,” the father says. “Better, actually,” his daughter adds.

 

The NFU said it has contacted Tesco to raise its objections with the choice of language used in the advert, suggesting it was demonising meat as a food group.


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NFU president Minette Batters said: “[It] not only has negative connotations for farmers, but also for the avocation of customers eating a healthy balanced diet.

 

“Meat as a food group provides naturally rich in protein and is a good source of iron, zinc and essential vitamins.”

 

Misleading

She added there were certain parts of the population – most notably teenage girls – who were not eating sufficient levels of such micronutrients to fulfil their dietary requirement.

 

“We believe it is vital that children do not establish misleading views of food groups, which may later affect their health and diets,” Ms Batters added.

 

Other farmers took to social media to express their anger at the advert.

 

 

Scottish Borders tenant farmer Andrew Tullie said: “The hellishly biased advert by Tesco is just another example of the battle farmers’ face to get consumers on side.

 

“Tesco spends around £90 million a year on advertising – Quality Meat Scotland’s (QMS) total income is about £6m.”

Niall Blair, who is a tenant farmer in the Angus Glens, added the retailer should instead be promoting local and sustainable produce.

 

Others said the use of a child to ‘guilt-trip’ consumers into not eating meat was off-putting and they would now choose to shop in other supermarkets instead.

 

 

Another added: “But hey, fake food sold by the fake farms seems perfectly apt.”

 

Harrison and Hetherington livestock scheme manager Laura Millar said: “[I am] so very disappointed in Tesco’s latest TV advert.

 

“Shame on you for tugging on the heartstrings of consumers and stamping all over others livelihoods.”

 

Tesco said its Food Love Stories celebrates recipes ‘both with meat and without’.

 

A spokesperson said: “For those customers who tell us they are looking to eat a little less meat, our Plant Chef range offers a delicious, affordable alternative.

 

“Our aim is always to offer choice. We remain absolutely committed to working in partnership with all our UK farmers, and we value the vital role they play in providing food for our customers.”

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