Swallowing a lie

As Tom Levitt notes, Tesco's decision to brand various foods as the produce of fictional farms rather goes against the grain of clearer labelling and greater transparency as regards the provenance of what we eat and drink. Still, I suppose the supermarket chain and others like it have to resort to this kind of duplicitous tactic because there are very few real farmers left whom their practices haven't already screwed over...

(Thanks to Matt for the link.)