JAMIE Oliver has thrown his weight behind a campaign to raise public awareness of the difficulties facing the beef and lamb sectors and is encouraging shoppers to buy British produce.
The campaign by the National Farmers Union (NFU) warns consumers that the current low prices being paid to producers are jeopardising the future of the industry.
It claims that traditional British dishes such as the Sunday roast or shepherd`s pie could have to be made using imported meat in the future if the issue is not addressed.
The campaign draws on a recent survey which found that 72 per cent of shoppers want to buy British beef and lamb and 80 per cent believe supermarkets could offer farmers a better deal.
Chef Oliver has been quick to offer the campaign his support, calling on shoppers to buy more British beef and lamb and create meals which are both healthy and versatile.