The National Farmers’ Union’s (NFU) Back British Farming Charter has secured its first brand product signature with the soup company, Crosse & Blackwell, announcing its support for “promoting, selling and serving home-grown produce”.
The charter, which is at the centre of the NFU’s back British farming campaign, is designed to counter a decline in self-sufficiency which means that the UK now produces just 60% of its own food.
“The charter enables signatories to pledge their support of the production and producers of food in this country,” said NFU president, Meurig Raymond. “It details expectations to be met, by all areas of the supply chain, so that farmers are given crucial backing as consumer demand increases. It also asks that food manufacturers source more British ingredients and ensure good supplier relationships.”
Crosse & Blackwell’s step is the first by a FMCG (Fast Moving Consumer Goods) brand, a development which Mr Raymond said will help ensure “positive steps are made towards decreasing the volatility within the market and reversing the negative trend in self-sufficiency”.
Crosse & Blackwell’s marketing director, Chris Wright, added: “All of our best of British soups are made with ingredients sourced from all across Britain, and we’ve invested almost £3m in TV and in-store marketing campaigns, featuring real British farmers, to promote them to shoppers.”
Major retailers, such as The Co-operative, Marks & Spencer, Morrisons and Waitrose, have also pledged their support to the campaign.