|dc.description.abstract||There are few notions more closely related to our food than that of the ‘farm’. We are
constantly reminded of the ‘rural idyllic’ through the media, adverts and food packaging,
but are we disconnected from the real meaning and understanding of the term ‘farm’,
and if so, how does it influence us as consumers of farm foods and products?
‘Farm’ labelling is an area of increasing interest and focus for industry contention and
media scrutiny through the rise of the use of ‘fake farm’ branding by supermarkets and
food manufacturers. However, it has had little attention in academic literature beyond
acknowledgement of its media discourse.
This research set out to ascertain whether the inclusion of particular ‘farm’-related
descriptive terminology on food labelling influences consumers’ perceptions of a food’s
A critical review of existing literature and media was used to map out the current
background and context. Empirical research was then implemented, adopting a mixed
methodology approach using online questionnaires and tasting sessions. Both
qualitative and quantitative analysis techniques were carried to identify findings in the
rich data set collected.
The research did not observe any significant degree of influence towards quality
perception caused by farm labelling, or indeed any of the labelling terms used in the
research. However, what was demonstrated is the significant and notable level of
misunderstanding and ignorance towards labelling terminology, despite participants
perceiving their understanding to be much greater.
The paper identifies a significant risk to both the food industry and consumers in these
misconceptions towards food labelling and makes recommendations for how they
might be addressed.||en