The Department for Environment, Food and Rural Affairs (Defra) secretary Steve Barclay is set to do more to help online shoppers buy more British produce.

Addressing the Oxford Farming Conference this morning (4 January) the Defra secretary is urging retailers to set up a “Buy British” button on their website, following supermarket giant Morrisons becoming the first UK retailer to offer a dedicated “Buy British” section last year.

Barclay’s also wants to introduce clear retail labelling to help shoppers identify high welfare, environment-friendly British produce from other products.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

“British farmers take pride in producing food that meets, and often exceeds, our world-leading animal welfare and environmental standards,” said Barclay.

“British consumers want to buy this top-quality food, but too often products produced to lower standards overseas aren’t clearly labelled to differentiate them.”