Masterchef host Gregg Wallace has said that supermarkets should be forced to sell a proportion of homegrown UK produce.
Speaking in the new issue of Radio Times, Wallace says that young children are put off by eating imported fresh food that is being stocked out of season and posits a radical alternative.
“There is a whole generation of kids growing up thinking that strawberries taste like those awful cold ones in the fridge in February, and they don't. If we stop buying them, the supermarkets won't put them on the shelves,” he says.
"I'm not anti-supermarket and I've always been really keen to stay out of anything political - and food is political. However, if I was in government, I would say that a supermarket must have at least five per cent of its fresh produce from within a 50-mile radius. Put it in an aisle, sling the union flag over it and let's try a six-month experiment."
The presenter, who is also a restaurateur, admits that he is reluctant to evangelise the theory as he is is fond of flown in produce such as lemons and mangoes.
And while his new series, Harvest, sees him and Philippa Forrester visit British farms to chart the journey of their crops, he also admits that he prefers city to rural living.
"I get nervous when I'm not surrounded by concrete," he says.
The new issue of Radio Times is on sale from Tuesday, priced £1.60