Clive Beddall Prince Charles turned up the heat in the farmers' fast expanding Buy British Food' crusade this week with a clear warning to supermarkets and consumers that the countryside's natural beauty is at risk if shoppers fail to support local producers and buy more regional food and drink. His comments follow a chorus of warnings from agricultural and consumer groups about the need to safeguard Britain's agrifood sector and the rural landscape in the wake of sweeping cuts in EU subsidies. During a tour of West Sussex, he praised members of the Taste of the South East association of 150 speciality producers and retailers: "Wherever I go, I find it is farmers who strive rigorously for quality who succeed." But he also warned it was important shoppers understood the importance of the link between consumer power and the sustainability of the land. And speaking after a visit to Sussex Cattle Society, which is about to launch its own beef label, the Prince also added a warning for the planners: "Farming in the south east must not be allowed to disappear under new houses and the creeping expansion of towns. There is a vibrant farming community here but it needs every possible support." Later this month, regional food producers will be spotlighted again when the Countryside Commission invites major supermarket groups to a seminar to discuss how they might strengthen their support for regional food producers. The tour was the latest stage in the Prince of Wales' two-year drive to highlight Britain's regional producers, while also being a high-profile part of Nick Brown's campaign to unite the food chain from plough to plate. The visit came four weeks before the NFU's controversial new British Farm Standard Mark is introduced into stores. There were rumours during the Prince's visit that another new symbol ­ to promote food and other products produced in the country's beauty spots is also under consideration. {{NEWS }}