A deal to supply 19 stores is, however, a good way to start and will provide some much-needed cheer for those who make their living from the land.

The agreement, between East Riding farmers and Asda, will also remind the rest of the county that despite all the problems with which rural communities have had to cope – such as competition from cheap foreign imports to a lack of support from policymakers in Whitehall – good quality food can still be found in Yorkshire.

In getting their sausages and bacon into Asda, Yorkshire Outdoor has overcome a wealth of competition from similar producers around the country. They have done so despite rising input costs – from vital goods like grain, fuel and fertilisers – and the decline in consumer spending as Britain slides into recession. It is right that the farmers' venture and their hard work is celebrated today.

Now it must be hoped that other local farmers can build on the success of Yorkshire Outdoor – and that other supermarkets with stores in the county show their faith in local suppliers.

Yorkshire's food and drink industry has a long history of producing more than just meat. Cheeses, bread and beer from this county have all been enjoyed because producers haven't chosen to sacrifice quality in the name of profit.

Supermarkets have to play a part in ensuring this continues. Major multiples have long been seen as the enemy of localised food production but, with shoppers increasingly wanting to cut down on food miles, chains are being forced to change the way they behave. They are starting to realise that they have a role to play in supporting local farmers and that it is much easier to get good quality food from Yorkshire than shipping it from Brazil.

If supermarkets can stick with this cultural shift, and form long-standing relationships with the county's farmers, then they will find that buying Yorkshire is more than just a slogan; it is a sound business strategy.