Supermarkets must be clearer about beef origin, the National Beef Association has warned.

It follows complaints from shoppers who bought beef thinking it came from one country, only to find it was sourced in another.

The problem comes down to co-mingling of packs - where similar cuts of meat from different sources are put together in the chiller. NBA chairman Robert Forster said that Trading Standards would be called in if any more shoppers complained that they had been caught out.

He welcomed advice from Council enforcement body Lacors that EU law forced retailers to take steps to avoid the confusion.

Lacors advises the stores to physically separate displays of similar products from different countries.

The guidance could also lead to separate displays of other fresh meats, such as bacon, as well as dairy produce including cheese and butter, said Forster. "It gives British producers the opportunity to develop a premium based on provenance."