It said there had been a considerable level of media challenge to the Waitrose livestock schemes that had the potential to seriously undermine the Waitrose brand.
The chain came under fire earlier this year when it emerged it was selling New Zealand lamb under the Waitrose Duchy Organic label – a brand farmers felt should be backing British farming.
One farmer said he was shocked to see the letter at a time when farmers were being encouraged to connect with consumers and the wider public.
“It is a bit like Big Brother is watching you.”
Warning farmers any breach of protocol would be taken seriously, it said any approaches from the media, including on social media, must be reported before any comment was made, even in passing, adding farmers were not allowed to state their affiliation as a Waitrose supplier without prior permission.
A spokesman for Waitrose said the letter was an update of a media protocol originally issued in 2012.
“We have had several requests for support since the media guidelines were put in place – and all the feedback we have received to date has been positive.”
UK Farmers Guardian