Retailer Co-op has announced that from May 2017 all of its bacon and lamb will be sourced from British farms.
The news comes just days after Back British Farming day and at the start of British Food Fortnight, both part of an industry-wide push to celebrate Great British food.
Steve Murrells, retail chief executive at The Co-op, said the retailer is a "major supporter" of British farming.
"This move is a first for a major food retailer and will see us invest millions more into sourcing home produced goods," Mr Murrells said.
"It’s an exciting time at the Co-op and our growing confidence is shown by our investment in UK farming as we do business a better way to meet consumer demand."
The National Farmers Union has welcomed today's announcement, with NFU President Meurig Raymond saying it is a "bold move" by the Co-op to sell only British lamb and bacon.
"In a week that saw farmers and politicians unite at Westminster to back our industry, this decision shows a real commitment to quality British food and the farmers that produce it," Mr Raymond said.
"The public tells us time and again that they want to see more British food on supermarket shelves and it’s fantastic to see that the co-op has recognised this and realised that it makes strong business sense to support British farmers.
"In the face of market uncertainty post-Brexit, the Co-op’s commitment to source British lamb all year round is particularly important in providing the support and stability to help British sheep farming thrive and sends a clear message that British lamb really is the best in the world," Mr Raymond concluded.
Welcoming the announcement, Environment Secretary Andrea Leadsom said the Great British brand is "renowned across the globe for its quality, innovation and tradition."
"From our world-famous Welsh lamb to the classic bacon sandwich, British meat is not only delicious but also produced to the highest standards of quality, welfare and safety," Miss Leadsom said.
"We should rightly have pride in Britain’s reputation for producing quality meat and today’s announcement is a real vote of confidence in our farmers and an industry that is the bedrock of our economy.
"It’s great to see the Co-op taking the lead to celebrate the best of British and supporting our Great British Food campaign."
