The NFU has kicked off its Best of British campaign to promote British beef and lamb.

Members of the union’s livestock board spent the afternoon outside a London branch of Sainsbury’s branch on Wednesday (Nov 16) to hand out copies of a new promotional leaflet to shoppers.

The leaflets outline the positive role livestock farming plays in shaping the British countryside for the benefit of the wider public.

It also urges them to look for the Red Tractor and Quality Standard Mark on their meat products.

NFU livestock chairman Richard Haddock, said: “This promotion will show consumers how farmers are actively engaged in the management of the countryside for all.

“It also gives livestock farmers a great opportunity to engage directly with their customers, something junior DEFRA minister Lord Bach has strongly advocated.

“The campaign will continue regionally to reinforce the message that British beef and lamb is a quality product that is traceable, bred to high animal welfare standards, and assured from field to pack.

“I also anticipate it will raise the profile and understanding of the Red Tractor logo and the Quality Standard Mark.”