The National Farmers Union (NFU) has launched a campaign in national newspapers this weekend, championing British produce.
The adverts, running in ten national newspapers, come in response to the contamination and mislabelling of some beef products and have encouraged the public to buy British meat.
The adverts read: “Great British farmers produce Great British food” and “lead the way in high standards for fresh food.”
NFU has also taken the campaign online, asking consumers to use the Twitter hashtag #buybritish, to show their support and buy food produced on British farms.
NFU President, Peter Kendall,said in a press release: “British farmers are very proud of what they produce and are, quite rightly, furious about this current situation. They feel let down by what looks like a criminal element in an isolated part of the food chain which has certainly not helped in reassuring consumers that the food they are buying is what they say it is.
“I am very happy to be working together with Eblex and Bpex on national newspaper advertising which will run this weekend to kick start the NFU campaign Buy British. This will have impact and send a clear message about the quality and traceability of food coming from British farms.
“So the NFU is telling the public that they can buy British in confidence. Look for the Red Tractor logo, as products bearing it have been independently inspected to accredited standards, are traceable from farm to pack."
He added: “We have been urging the public to make it British, make it local and make it happen as part of our Farming Delivers for Britain campaign. Today, in the wake of this horsemeat scandal, that has a new resonance for us all.
“Consumers should have the confidence that the products they buy are what they say they are. Our message to them is that British farms produce high quality produce and we want the public to continue to show them support.”