Conservative leader David Cameron has made a stand for 'food patriotism' with a call for clear labelling of genuine British food.
Addressing the Oxford Farming Conference, Cameron said inadequate labelling makes it difficult to buy British. He said: "Food can be imported to Britain, processed here, and subsequently labelled in a way that suggests it's genuinely British. That is completely wrong."
He added that many people want to eat British wherever possible. "They're not just supporting British farmers out of a sense of solidarity or a desire to limit carbon emissions. They also realise that food that has been preserved and flown or driven long distances often tastes second rate.
Locally sourced produce, a feature of an increasing number of pub menus, is also appealing to consumers, said the Tory leader. "In the 21st century people are interested in general well being. The food that they eat and feed to their families is part of that.
"Organisations like the Slow Food movement are gaining new adherents. New businesses are springing up to meet the demand."