The CLA has welcomed the announcement by Hilary Benn, Secretary of State for the Environment, Food and Rural Affairs, of a new labelling code of practice. The code is voluntary, and aims to ensure that pork products are accurately labelled to show their true country of origin. Previously, meat could be labelled as British if it was merely processed in this country – even if the pig had been born, reared or slaughtered abroad.

The rural economy experts are encouraging Defra and the food retail chain to adopt a code of practice which includes all primary food products.

Douglas Chalmers, Director CLA North said: “This must only be the start. We know from the interest in our “Just Ask” campaign that the consumer is becoming more and more interested in the provenance of their food.

“Of course price is important, but we are all becoming better informed about food, and true value for money – not just cost per kg – takes into account how and where that food was produced, how much processing it has undergone, how far it has travelled and even animal welfare and environmental considerations.

“When the health of our families is at stake, we should be able to choose on more than just a name, list of ingredients and price. This can only strengthen the case for choosing homegrown produce, which has a reputation second to none”.