Misleading labelling is alive and well, tricking people into thinking they are buying British pork and pork products when they are not.

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A survey by the British Pig Executive (BPEX) questioned more than 500 people at the BBC Good Food Show using four different packs of pork and asked people to identify the country of origin.

The survey showed countryside images and the use of spurious farm names frequently misled consumers into believing a product was British when it was not.

One particular product, available in a major retailer, was believed to be British by 53 per cent of those questioned as it had a supposed farm name on the pack and a typical meat and two veg picture on the front of the pack.

The call for clarity was backed still further when almost half the people questioned couldn't identify Dutch pork by the small 'NL' printed on the front of the label.

MLC Consumer Affairs Director Richard Lowe said: "People are obviously easily confused and even more easily misled by the on-pack labels.

"BPEX has been campaigning for a long time for clear, transparent and honest labelling so consumers can make an informed choice but the results of this survey shows there is still a long way to go.

"Those consumers who do wish to buy British could find it extremely difficult to do so and the whole industry has to work together to clear this up."

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