Support for Prince Charles' stance on farming has come from a Sussex accountant who heads the farming and rural business group of the Institute of Chartered Accountants.

The Prince said farming was under threat because consumers put price before quality.

Peter Silk from Hastings, said: "People do not realise their demand for cheap food will destroy freedom of choice.

"With the increase in organic produce and concerns over genetically-modified food, we urgently need to support our farmers to ensure long-term healthy produce, quality and choice. While it is appreciated people on low incomes may feel their choice is restricted, this is all the more reason to make healthy food more affordable.

"This will support the drive for a healthier nation and could make a dramatic difference to the cost and demands on the NHS due to ill-health contributed by a poor diet."

Mr Silk welcomed Prince Charles' comments, which supported the group's call for a coalition with farmers, supermarkets and the government to address consumer needs and business survival.

The group is calling for:

Incentives to diversify into
organic produce.

Legal conditions to ensure
organic foods sold to the consumer are to UK organic standards, whether produced in the UK or abroad.

Improved labelling of all
UK and imported food to ensure traceability.

Schemes and incentives to
encourage young people into the farming industry.

Improved education about
the value of organic produce which can be more affordable to the consumer than pre-prepared food.

Support for farmers to
re-train in other agricultural areas and improve their marketing skills.