A major campaign has been launched today with the aim of reconnecting people with the countryside – after recent research revealed that most Britons are confused about their food.

The findings of a survey carried out by Taylor Nelson Sofres highlighted the fact that Britain has never been more disconnected from its rural roots. More than a third of participants unaware that cherries are grown in the UK, while nearly one in 10 do not realise that onions and tomatoes are produced in the UK.

Nine out of 10 people have no family connection with farming whereas two generations ago nearly a quarter of the population had relatives in farming.

To combat this the NFU will join with other campaign partners, including the agriculture group of Associated British Foods to support the farming community under the slogan 'c/o British Farming'. Posters and banners will be put up and a fleet of liveried lorries will travel throughout the UK.

NFU director General Richard Macdonald said: 'In today's world the basic facts on food production and the countryside are no longer handed down from generation to generation.

'Our world-renowned countryside is the birthright of the whole nation. This campaign is about helping people reconnect with their rural roots and develop a greater appreciation of things that were once distinctive to us.' Mark Pendlington, CLA chief executive added: 'We are issuing an invitation to the public to visit the countryside. We hope this will help people make better informed choices about food and help them to appreciate why our beautiful landscape looks the way it does.' A new website, www.cobritishfarming.org.uk will feature relevant facts about farming and leaflets will be dropped through the nation's letterboxes with an invitation to visit the countryside.

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