The campaign is called "Farming Counts," and seeks to publicise the role farming plays in the local economy.

The NFU says the statistics prove it is vital to the South West as a whole, with 80% of the landscape in the care of farmers, who spend £40m a year on maintaining its rural beauty.

The NFU also points out that the countryside is a major draw for tourists, who in turn contribute more than £2bn to the region.

Farmers care for 80% of the region's landscape

The union is hoping these facts and figures will encourage shoppers in Devon to demand more local produce and refuse to buy cheap imports.

Anthony Gibson of the South West NFU said that demanding major stores stock local produce is the biggest way people can help the hard-hit farming industry - and it benefits shoppers as well.

"It's something everybody can very tangibly do to show their support," he said. "We're not holding out a begging bowl here - we are running the awareness campaign to tell consumers what is in it for them.

Anthony Gibson, Regional Director of the NFU

"In other words, exactly how much we count to the well-being of this beautiful region.

"Amongst many other factors, the foot-and-mouth nightmare brought home extremely clearly how interdependent all the key sectors like farming and tourism are in the South West."

He said that the number one priority - as laid out in the Curry Commission report on the future of food and farming - was that food production had to be profitable.

At the moment, that is not always the case, and the NFU believes consumers can do their bit by demanding local produce at their srores.

It would also reduce the amount of importation and long haul deliveries, which would be better for the environment.

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