A MAJOR campaign to help reconnect people with the countryside is being launched in Yorkshire and the North-East next week.

The cross-industry national campaign to improve the public's understanding of agriculture and horticulture will be launched in at the Tesco supermarket, on Tadcaster Road, York on Monday.

Farmers from across the region will man the NFU's food and farming roadshow to promote the initiative and answer the public's questions. They will also unveil a range of publicity material to start the campaign, featuring the slogan "c/o British Farming" which will spring up throughout the countryside in the coming months.

Surprising new research demonstrating just how disconnected urban Britain has become from food production and the countryside will also be unveiled at the launch in York.

The campaign, the creation of 12 leading agricultural organisations, aims to highlight the positive contribution farmers, growers and the wider industry make to society.

Speaking on behalf of the project partners, NFU regional director Richard Ellison said: "The 'c/o British Farming' campaign aims to reconnect town and country and to increase mutual understanding of food producers and food consumers.

"The initiative will promote the positive contribution of farmers and growers to society in putting food on our tables and looking after the region's world-renowned landscape."

Campaign partners are: ABNA - the agriculture group of Associated British Foods, Agricultural Engineers Association, Country Land and Business Association, HSBC, National Farmers' Union, NFU Cymru, NFU Scotland, National Federation of Young Farmers' Clubs, Royal Agricultural Society of England, Tenant Farmers' Association, UK Agricultural Supply Trade Association, Ulster Farmers' Union, Women's Food and Farming Union.