The boss of Sainsbury's has criticised campaigns encouraging shoppers only to Buy British food as 'simplistic'.

Justin King attacked the fashion for 'food miles' - the term used to describe the distance food is transported from production to the plate.

He insisted Sainsbury's and other supermarkets are helping poor African farmers by shipping their produce thousands of miles to Britain.

Mr King made his comments to students and food industry leaders at the Royal Agricultural College in Cirencester, Gloucestershire. 'We know that because of the size of our business we can make a real difference to people in places like Africa,' he said.

The National Farmers' Union said buying British guarantees higher quality, lower prices, reduced transport costs and lower carbon emissions. 'Local food bought direct from suppliers or farmers' markets may be considerably cheaper than that found in supermarkets, and consumers also have the reassurance that it has not been transported large distances around the UK,' a spokesman said....

Sainsbury's says No to Buy British campaign | Mail Online

Anyone for making a quick buck?