Mark Ritson: Tesco's 'fake farms' are a real headache for its own-label strategy

The National Farmers Union has asked Trading Standards to investigate Tesco over brands named after fictional farms, on the grounds that consumers believe they are exclusively UK-sourced. An adverse ruling would hurt its ability to compete with Aldi's private label brands.
The best way to understand Tesco and the state of its business is to ignore the analysts and just watch what it does with its private labels. I say that because…

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