where does your food come from? #2

Since I wrote the post on food traceability/provenance a couple of days ago, I started noticing this trend more. Jordans, the cereal manufacture's new TV advert, makes direct reference to the fact that they know the farmers the work with, it's Rob by the way,

while Muller, again through their new 'Made in Shropshire' campaign, celebrate the fact that 90% of their milk comes from within 30 miles of  their dairy and it takes 24 hours to get from the farm to their yogurts.