Grocers will give clearer 'country of origin' labels

The decision is another major victory for the Yorkshire Post's Clearly British campaign which aims to stop misleading labelling disguising cheap imports as UK products.

New guidance on country of origin labelling will formalise measures to provide consumers with clear, accurate information on the origin of their food. The guidelines have been drawn up by the British Retail Consortium in partnership with food manufacturers, caterers and the hospitality trade.

Based on the labelling practices of the best performers in the food chain, they also aim to bring others into line to ensure higher quality and better consistency of origin information everywhere that consumers buy food. They apply to meat, processed meat products such as sausages, bacon and ham, milk, fresh cream, cheese and butter and ensure that the term "British" can only be used for meat from animals born and reared in the UK and dairy products made from milk produced here.

Many British grocers already use the approach to origin labelling, with the overwhelming majority committed to going one step further by providing country of origin information on the meat in all composite products such as soups and ready meals.

Food and Farming Minister Jim Paice said: "I'm delighted to see the food industry come together to build on good progress already made in labelling food with the country of its origin. These principles will mean a consistency of information that will reduce confusion and ensure British consumers will be the best informed in Europe."

Andrew Opie, British Retail Consortium Food director, said: "This guidance formalises an approach to country of origin labelling which Britain's large retailers have already agreed. In fact, many grocers already go well beyond the high minimum standards set out in the document.

"We have taken leadership on this issue because we believe it's important that all elements of the supply chain, from food processors and restaurants, right through to the catering firms working for Government and councils, give consumers the information they need to make informed decisions.

"Supermarkets are making it easy for those shoppers who want to buy British to do so. Other food service providers need to up their game."

Retailers which have signed up to the principles include Asda, Co-operative Group, Marks and Spencer, Morrisons, Sainsbury's, Tesco and Waitrose.