Guiseley-based farmer David Sandham is being placed in the public eye by supermarket giant Asda - with his picture on packaging for its joints of beef.

It's part of Asda's pledge to support British agriculture by adopting a local farmer.

All Asda stores in Bradford will be supplied with beef from David Sandham through their Regional Distribution Centre.

And a spokesman for the Asda's Knowles Lane store said the chain would be approaching other local farmers to provide them with produce.

Leeds-based Asda, started by Yorkshire farmers, has just announced a range of measures to help Britain's farmers out of current difficulties. And more than 350 farmers met officials in Leeds to discuss the measures.

As well as implementing British-only policies on frozen pork, beef and milk, supermarket chiefs pledged to accept a wider range of produce from British farmers.

A spokesman for the National Farmers' Union said that up to 60 per cent of all goods produced by its members were bought by the Asda group.

Michael Rhodes, Wharfedale NFU group secretary, said: "Farmers very much welcome the Asda initiatives. We are grateful for the assistance Asda has given us in the last three years. We are delighted it is making the extra effort to get British farming back on its feet.

"If Asda and others make every effort to buy British and keep imports at bay, they will be giving the industry a welcome boost.''

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