Shoppers want more food from British farms on supermarket shelves in the wake of the horse meat scandal, a poll suggests.
Farmers called for more transparency and an end to "short-termism" in some sectors of the food supply chain and for better labelling so people could choose to buy British.
More than three-quarters (78%) of 1,000 people polled for the National Farmers' Union said supermarkets should sell more food from British farms and 43% said they were more likely to buy traceable food from farms in Britain following the revelations over horse meat in processed foods.
Ahead of the NFU's annual conference in Birmingham this week, president Peter Kendall said shorter and more traceable supply chains would alleviate the crisis of recent weeks.
He also called for clearer country of origin labelling so consumers could buy British more easily.
Mr Kendall said: "Farmers have been furious about what has happened.
"They have spent many years working to ensure the British supply chain is fully traceable from farm to pack, and have upheld strong principles which are embodied in assurance schemes like Red Tractor.
"For me this is fundamental for consumer confidence.
"But more than that, I want to see retailers working on rebuilding consumer trust - improving transparency and partnership with farmers and the rest of the supply chain is critical.
"However, what we see currently in some sectors is real short-termism. The margin distribution in the supply chain needs more transparency and joined-up thinking if we are to tackle the dual challenges of volatility and environmental pressures."