The national Farmers Markets organisation has laid an official complaint with the Commerce Commission about an advertising campaign run by one of the country's major supermarket chains.
It says Pak N Save's current advertising campaign is likening itself to an indoors farmers market.
Farmers Markets New Zealand has complained that the claim is grossly misleading and is an attempt to leverage off the growth and success of authentic farmers' markets.
Vice-chair Jonathan Walker says a farmers' market is a community of independent growers and artisan food producers who meet regularly to sell their food products directly to local consumers.
