farm·wash·ing (noun): A marketing technique used by some industrial food producers in which idyllic images of farming are deployed to create misleading messages about how their products are made.
In recent years more and more consumers have expressed distrust with the way most of our food is grown, processed, and handled before we eat it. Many people have even taken to growing their own food to ensure that it is organic, or grown without use of chemical alteration. In addition, many companies have also tried to capitalize on this movement by using more organic ingredients and presenting themselves as green companies. Some of these claims are valid but some, however, consist of little more than companies trying to present themselves as users of organic ingredients when in actuality they are just using the organic movement as a marketing ploy. This is referred to as farmwashing.
Farmwashing
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