The row between the IFA and supermarkets Lidl and Aldi has escalated, with High Court proceedings and a formal complaint to the Advertising Standards Authority of Ireland now lodged.

On Friday [19 March], Lidl launched legal proceedings against the IFA over its campaign centred on fresh milk and other products sold by the supermarket.

IFA president Tim Cullinan and IFA deputy president Brian Rushe have been named as defendants in the court filings.

The case relates to an advertisement in the Sunday Independent which highlighted that milk for sale in the Lidl and Aldi which is branded as Coolree Creamery (Lidl) and Clonbawn Irish Dairy (Aldi) came from non-existent dairies.

The advertisement also stated: “To be sure your milk is from the Republic of Ireland look for the NDC (National Dairy Council) logo.”

Lidl described the IFA advertisement as defamatory, but said it would be inappropriate to comment further.

The IFA countered this by lodging a complaint with the Advertising Standards Authority of Ireland against Lidl and Aldi over what it called their misleading branding strategy.

Misleading

“This is an important issue for farmers and we would hope an early decision is possible. The branding strategy of the two retailers could lead consumers to be misled about the exact origin of what they are buying. We want it cleared up,” Tim Cullinan said.

No more than Coolree Creamery or Clonbawn Irish Dairy, they are a cynical marketing device

“The reason nobody knows where Connell Farm is located, or Healy’s Farm Eggs or Egan’s is because they don’t exist.

“They are a marketing creation designed to undermine traditional brands,” the IFA president added.

These products come from our farms, not the phantom farms

“No more than Coolree Creamery or Clonbawn Irish Dairy, they are a cynical marketing device designed to convince the consumer that they are supporting a local-sounding supplier.”

“These products come from our farms, not the phantom farms created by Lidl and Aldi.”

Lidl’s action has now been put back to 12 April for mention in the High Court.