Just Ask campaign launched to improve consumers knowledge of food provenance

Pressure group The Country Land and Business Association (CLA) has launched its Just Ask campaign at 10 Downing Street.

Prime Minister Tony Blair, Secretary of State for the Department for the Environment, Food and Rural Affairs David Miliband and celebrity chef Lesley Waters leant their support to the initiative.

It is hoped the campaign will allow people to make more informed choices about the food they eat.

A study, compiled last year by the School of Leisure and Food Management at Sheffield Hallam University, said restaurateurs and caterers have a "moral and economic obligation" to source more ingredients locally and cut the number of "food miles" products travel to reach the consumer.

David Fursdon, president of the CLA, said: "Just asking where the food on your plate comes from is the first step in raising awareness of British food. British food ensures British farms and local producers have a future and can continue to provide the countryside we all enjoy."

The campaign is supported by catering suppliers, Brakes and 3663.

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By Alex Blakelock

E-mail your comments to Alex Blakelock](mailto:chris.druce@rbi.co.uk?subject=Just Ask campaign launched) here.

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