Get the Union Flags out, dust off the Land of Hope and Glory CDs. For if the whispers from a near deserted Whitehall are anything to go by, not to mention NFU headquarters and the Countryside Agency, grocery buyers will be hit by a massive autumn bombardment from those whose job it is to produce British food and drink. And as the media fallout from last week's "source local" plea by the Prince of Wales continues, it is becoming clear that the "support British" drives will not be short of celebrity backing. Of course, we've seen campaigns of this kind before, only for them to fade after a few weeks as the media interest waned. So the jingoistic euphoria begs several questions. What will it take to persuade the price conscious Mr and Mrs Average Brit to take an altruistic shopping stance? How many consumers will be persuaded to divert part of their weekly superstore spend for food and drink towards the tills of country stores, or indeed go out of their way to seek products bearing the NFU's shiny new British Food Standard mark? Experience suggests that most consumers will not buy goods simply because they are British. So, for the marketeers behind the campaigns the challenge centres on how well they are able to project competitive prices or superior quality and, above all, customer service. Consumers will often assure you of their support for things British when canvassed outside the store. But amid the aisles, the approach is very different. In addition, shoppers are currently confused by a plethora of campaigns with slightly differing themes. A more balanced marketing drive would persuade a positive, long-term response from shoppers. Having said that, what makes the current pleas significant is that they are borne out of the worst rural crisis ever to hit Britain. But it's up to local producers to present a coordinated, polished marketing offer with which to woo the buyers. That's the real way to project "Britishness" to the sourcing departments. Clive Beddall, Editor {{OPINION }}