UK CONSUMERS are being deceived by the rules on country of origin labelling of food, the Tenant Farmers' Association's annual meeting was told.

Jim Paice, shadow Agriculture Minister, was responding to the Farming Industry Marketing Strategy report, commissioned jointly by the TFA and the National Beef Association.

"The rules on food labelling are a disgrace," he said. "It is simply not acceptable that meat can be imported and in some way be processed so that it can be labelled as British.

"It is a deceit of the consumer and these rules must change."

George Dunn, TFA chief executive, later welcomed his comments.

"We were extremely pleased Mr Paice gave his unequivocal support to the recommendations of our strategy," he said. "We are particularly pleased that he chose to focus on the food labelling issue which, along with restrictive state aid rules making it difficult for us to promote British products to British consumers, is a central concern."

The TFA and NBA report exposed the market barriers faced by the farming industry and highlighted the urgent need for a coherent food and farming policy designed to enable farmers to reconnect with consumers and generate a healthy food culture in the UK.

It revealed the challenges faced by the food and farming industry, including CAP reform, supermarket dominance, lack of coherent policy, contradictory strategies and government inaction.

The report highlighted the key issues preventing reconnection with the market, such as state aid rules, poor country of origin labelling and inadequate marketing expertise.

It also promoted a marketing strategy outlining the practical steps needed to create a healthy food culture in the UK.

"We have had a clear statement of support from the opposition, but we still await a response from the Government. All we have are some off the cuff remarks made by a Defra Press officer," said Mr Dunn.

"We are, however, delighted that the recommendations of the report are supported by Sir Don Curry, who has been charged by Defra to set out a blueprint for reconnecting farmers and their customers.