Sam Smedley, assistant manager at independent butchers Dennis Cowx, in Eastleigh, says the initiative is vital to smaller firms.

“We totally welcome this campaign for all the local businesses finding it hard in the tough times,” he said.

“By shopping at places like ours it helps us, and it helps the shoppers because they get a better product.

“But it also follows a long chain of local people. It’s not just us at the shop – all our beef and pork is Hampshire bred, so there are the farmers and the abattoir as well.”