The UK government is calling on manufacturers to use local county of origin labelling on its products – but unlike in Italy such measures would be voluntary.
Environment secretary Elizabeth Truss said that local labelling – such as showing which farm or county a product was from – would help consumers take pride in buying British food and promote support for the rural economy.

A YouGov survey carried out in April this year showed that nearly 80% of Brits see buying local food as a top priority, with vegetables (51%) and meat (40%) came out top for products that consumers would prefer to buy local.

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