'Production' is ok, depends where you're applying..

In game and animation studios modelling and animation is considered production (modelling is often even considered pre-production and animation is production as it is the longest part of a project) and editing and sfx is considered post-production.

It's no big deal though, everybody knows what you mean. Btw. the portfolio looks great, somebody better give you a job and I agree you should leave out Tescos and AJ's as it's not relevant. If you want to make it seem like you have more experience you can list the clients you did the freelance for and what you did (especially if they're known, but even if they're not). This is more for a cover letter, but you might also offer to send references/recommendation from past clients if the potential employer want to see them.

GL!