Prince Charles has urged people to buy British food.
Writing in Country Life magazine to celebrate his upcoming 67th birthday, the heir to the British throne encouraged people to support family farms.
He wrote: "Those of us who care enough about the grave situation facing our famers and rural communities really can help by buying British food whenever we can.
"In doing so, we are also more likely to be getting fresh, high quality produced from a known and trusted source, offering good value for money. It seems to me that the key is to make it as easy as possible for people to know when they are buying British - and why that is a good choice."
He also suggested that people could be overlooking how important farmers are.
He said: "The rural economy is largely invisible to many people. So, it is perhaps worth spelling out, especially to those who - whether by choice or necessity - live largely urban lifestyles, that we rely on farmers to make a huge contribution to our nation's food security, environment and prosperity.
"And in all three respects, we live in an increasingly uncertain world. That is why we need to do everything we can to keep our farmers farming."