The latest commercial in British grocer Tesco’s campaign “Food Love Stories” is drawing criticism from the United Kindom’s National Farmers Union.

NFU President Minette Batters wrote to express concern over the spot entitled “Carl’s ‘All Change’ Casserole.” The ad features a father preparing a meal with Tesco’s new vegan sausages, part of the new Tesco Plant Chef range, for his daughter who says she doesn’t want to eat animals anymore.

According to Batters the ad “demonizes” meat. And that creates problems for Britain’s already struggling beef farmers.

Other “Food Love Stories” include:


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.