A new Buy Local campaign is being launched by the Western Morning News today to encourage companies and consumers to source produce from Devon and Cornwall.
Amid the growing horsemeat scandal and a loss of consumer confidence in the origins of what they buy over the counter, the WMN's campaign, which is supported by Mole Valley Farmers, will celebrate the best of regional food and those who are already pursuing the Buy Local agenda.
Western Morning News editor Bill Martin said: "The WMN has always been a champion of local farmers and producers and now more than ever is the time for everyone to show them our support. Buying local is the best way of knowing what you are eating and where it has come from."
Grassroots supporters include butcher Mark Gliddon, from Torpoint in South East Cornwall.
He said: "If people want a 100 per cent guarantee that the meat is local, is fresh, and good tasting then they have got to go to their local butcher."