Major changes could be hitting your online food shopping experience soon if you’re a regular at UK supermarkets. In a bid to champion local farmers and revamp food labelling, the government is considering marking imported goods that fall short of UK animal welfare and environmental standards.

The grand plan includes consistent labelling for top-quality UK-produced food, plus a nifty ‘buy British’ button on your favourite supermarket websites. This overhaul aims to empower consumers with more knowledge about their purchases and drive support towards British farmers. Steve Barclay, the Environment Secretary, is all set to unveil these proposals at the Oxford Farming Conference today.

But wait, there’s more! Retailers might soon roll out additional methods to clue shoppers in on where their food comes from.

“British farmers take pride in producing food that meets, and often surpasses, our top-notch animal welfare and environmental standards,” announces Barclay at the conference. “Consumers want this high-quality food, but it’s often hard to distinguish lower standard imports. That’s why we’re planning clearer labelling—to tackle misleading information and support both farmers and consumers.”

The RSPCA’s head of public affairs, David Bowles, sees this move as a potential saviour for British farmers who risk being undercut by cheaper, lower welfare imports flooding the market through free trade agreements.

“Clearer labels on imported food, especially those falling below our welfare standards, could be a game-changer,” Bowles says. However, he urges the government to not just focus on clear labelling for higher welfare products, but to introduce a transparent labelling system overall, providing consumers with comprehensive information about animal care practices.

“Consumers often lack vital information on how farm animals are raised. They might see idyllic images, but the reality, especially in intensive farming, can be different,” he adds. “And surprisingly, around 70% of UK land farming practices are still intensive.”

Get ready for a shopping revolution—knowing where your food comes from might soon be as easy as a click of a button!