Farmers claim people are losing touch with the countryside

The move follows a study which shows a growing number of people have lost touch with the countryside and no longer appreciate the contribution it makes to their everyday lives.

One result of this "disconnection" with rural Britain, particularly among those living and working in towns and cities, is a worrying lack of knowledge about the food and drink they buy.

The survey conducted for food and farming organisations, found that almost 90% of people did not know beer was made from barley. Yet more than one in 10 thought rice was grown in the UK.

The study of 1,000 people - covering both urban and rural areas - found that less than one in 10 know British farmers grow most of the food consumed in the UK.

The National Farmers' Union (NFU) across the north of England will be placing posters and banners on major roads and advertising on the side of lorries. There will also be a website and leaflets with information about farming.

We hope this will help people appreciate why our beautiful landscape looks the way it does Country and Land Business Association

An NFU spokesman said: "In today's world, the basic facts on food production and the countryside are no longer handed down from generation to generation.

"Our world-renowned countryside is the birthright of the whole nation.

"This campaign is about helping people reconnect with their rural roots and develop a greater appreciation of things that were once instinctive to us."

One explanation for the lack of knowledge about the countryside is thought to be that fewer people now work on the land.

The survey found just 9% of respondents had a relative who now works on a farm compared with 23% among their grandparents generation.

Invitation issued

Other groups involved in the scheme include the Country and Land Business Association (CLA), National Federation of Young Farmers' Clubs and the Royal Agricultural Society of England.

A CLA spokesman said: "We are issuing an invitation to the public to visit the countryside.

"We hope this will help people make better informed choices about food and help them to appreciate why our beautiful landscape looks the way it does."

The survey, conducted by Taylor Nelson Sofres, found widespread confusion about food production.

More than half of respondents did not realise margarine is made from vegetable oil and nearly one in 10 were unaware tomatoes and onions are grown in the UK.