A Pembrokeshire farming leader says food produced outside Britain should not bear the British labelling just because it is packaged in the UK.

Meurig Raymond, who produces milk, beef and cereals on land around Mathry, suggests that current food labelling requirements create nothing but confusion and uncertainty in the minds of consumers.

The NFU vice-president sees so-called Protected Geographical Indication status for Welsh beef and lamb as a good opportunity to end this confusion in the red meat sector.

But much more needs to be done across all food sectors to promote confidence in the eyes of the consumer, he believes.

"We need good honest labeling,'' he told NFU members at a recent conference. "It is disgraceful that if a product is packaged in the UK but produced overseas the packaging can be covered with labels and flags that make it appear British."

Consumers, he said, were 'sick and tired' of the current confusion created by EU Food Labelling Regulations.

"If it says Welsh or British on the label then that's what it should be, not just one small part of the production process having taken place here," he said.

The Little Red Tractor symbol is now recognised by over 40% of consumers but legislative changes were needed to go hand in hand with the work farmers were doing to promote their food, he added.

Potatoes and cauliflowers sold by Haverfordwest-based vegetable wholesaler Puffin Produce are good examples of foods which retain their Welsh origins.

Pembrokeshire-grown potatoes and cauliflowers are on sale in all of ASDA's Welsh stores and are clearly labelled with the Welsh flag.

Glyn Hughes, produce manager for ASDA, says it enables customers to support produce grown in their local communities.