A Wheatley supermarket has launched a buy British campaign to support the country's farmers.
Asda, which has a store in the village, plans to launch 60 new British products and promote its range of home-grown meat, produce and dairy products.
The move comes after a survey by the National Farmers' Union found most consumers had 'lost touch' with rural Britain.
Dermot Kelly, general store manager, said: "Customers tell us they prefer to buy British produce, and 90 per cent of the food we sell is sourced from within Britain."
The company will also list the country of origin of all products on food labels.
Ben Gil, president of the NFU, said: "It is now easier for Asda customers to actively support British farmers."
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