A rural pressure group will today launch a campaign to encourage the buying of local produce at the Three Counties Show.
The Country Land and Business Association hopes to highlight the positive effects in reducing the distance our food travels with its campaign 'buy local - it's better buy miles'.
According to Frances Beatty, regional director of West Midlands CLA, food is imported from places like California and South Africa, yet at a significant cost to the producers of local food, and the consumer.
Cutting down the number of miles travelled could help the environment, the rural economy and farmers, as well as simply improving the quality of what we eat, she said.
Mrs Beatty said easily accessible and cheaply imported food meant UK farmers and food processors were forced to drop their product prices whilst the dominant market position is taken up by the major supermarkets.
"Their businesses are constrained by overbearing regulation and red tape at all levels of the food chain, which are stifling innovation and growth" said Mrs Beatty.