So Asda are going to put country of origin labels on some of their products. At last. The farming industry, and particularly the pig industry, has been lobbying for this for years.

It's remarkable how, once the supermarkets decide they want to do what you want them to do, the objections they have raised for years are just not important. It's a bit like loading pigs. When they don't want to be put on to a lorry, or into a particular pen, they will just not go.

They raise every objection and if, like us, you keep the pigs outside a lot of the movement demands co-operation and not coercion.

When the pig decides it is going to do what you want, it looks at you as if it had been your fault and, if you had made it clear, they would have co-operated much earlier.

So it is with supermarkets. When they do not want to do something they raise every objection under the sun. They cannot do what you want because it could confuse the consumer. Or it's illegal under EU law. Or UK law. Or it's not necessary. Or any one of about 100 reasons, which all come back to one thing. They don't want to do it.

When they change their minds, for wherever reason, they act as though they had always intended do so and if you had pointed out the advantages properly they would have done it sooner.

The reason farmers want to have country-of-origin labelling is that they believe the demand for their product may rise. They believe there are consumers out there who would prefer to buy products from England, or for that matter Wales or Scotland, rather than something labelled "product of the EU".

The market facing farmers, which is the same as that facing supermarkets, consists of many different chunks. A large chunk is going to buy the cheapest whatever the origins or the method of production involved. These consumers need, for very good reasons, to conserve their cash.

The area many suppliers, from huge supermarkets to farmers' marketers, is aiming at is that part of the consuming public who, within reason, can afford to do as they like. The cost of food is a small part of the average household's expenditure, and it does not really matter whether it costs a few pounds more or less.

These are the people who are prepared to buy food produced in a manner of which they approve. So they want to know, for example, where and how the food was produced.

There are two major parts to getting UK products into shoppers' baskets.

Firstly, they must be persuaded they want to buy produce from this country.

Secondly, they must be able easily to spot that the product they are being offered is the type they want.

It is difficult enough to perform the first, without then being prevented from achieving the second by inadequate labelling.

Shoppers, often in a rush, under pressure and not particularly enjoying the shopping experience, are just not going to bother to root through the shelves of a supermarket to find an elusive item.

They will give up and buy that closest to hand. If that happens to have Danish all over it, then so be it.

There is no doubt about country of origin there.

So I suppose that it's two cheers for Asda. Better late than never.

We shall see whether anyone else follows suit.

Updated: 12:31 Tuesday, April 29, 2003