Progresso and Campbell Soup Company got into a dispute over a series of commercials by Progresso. Watch video
The Better Business Bureau weighed in on a food fight between two South Jersey soup companies over advertising claims.
Campbell Soup Company took issue with four television commercials run by Progresso.
The commercials run by Progresso, which is owned by General Mills, state that Vineland is the home of Progresso and that ingredients and soup come from the Cumberland County city.
Campbell alleges that the commercials were designed to make Progresso look like a small company from rural South Jersey that locally sources most -- if not all -- of its ingredients from Vineland farms. Campbell took the issue to the National Advertising Division of the Better Business Bureau.
Campbell Soup expanding with salsa
Each of the four television commercials has the words "Vineland, N.J." displayed over crops and "Home of Progresso" written under the city name.
The National Advertising Division decided Tuesday that the advertisements would need to be modified or discontinued due to Progresso making it seem like most of the soup ingredients come from Vineland. The idea that Vineland is home to Progresso is supported, however, by the fact that Progresso was established in the city over 70 years ago.
"We welcome the NAD's recommendation in this claim as Progresso's advertisements didn't give consumers clear and accurate information about where the company's ingredients were sourced and its products made," said Megan Haney, spokeswoman for Campbell.
"General Mills is pleased with NAD's decision and agrees to comply with its recommendations," reads a statement from General Mills. "General Mills thanks NAD for its careful review of the evidence and is especially gratified by NAD's finding that the main claim challenged, Vineland, New Jersey is the 'Home of Progresso,' was supported. General Mills also appreciates NAD's determination that the challenged advertising did not mislead consumers by suggesting that Progresso is a 'small company.' Although the challenged advertising is no longer being aired, General Mills will take NAD's findings and recommendations into considerations in future advertising."
Campbell Soup Company is located in Camden and General Mills, while headquartered in Minneapolis, Minnesota, has facilities in Vineland.
Don E. Woods may be reached at dwoods@njadvancemedia.com. Follow him on Twitter @donewoods1. Find the South Jersey Times on Facebook.