If you've eaten today, thank a farmer. Those were the words of a Pembrokeshire farmer which inspired a national publicity campaign, launched by NFU Cymru, to promote farming to the public.

Peter Owen, of The Holmes, Clarbeston Road, was unaware until this week that a comment he made to Pembrokeshire NFU county chairman, Alan Prichard, had formed the basis of the hugely successful 'Thank A Farmer' campaign.

Mr Owen, who runs a herd of dairy cows, said the comment came from the heart because all too often consumers forgot who was responsible for producing their food.

And with the disappearance of so-called 'food mountains', the journey from field to the plate was more immediate now than ever.

"We don't have huge stockpiles of food any longer; the chain of events from the farm to the abattoir to the processors and supermarkets is all done on wheels,'' said Mr Owen.

One of the farmers featured in the campaign is Robert John, the son of farmers, David and Kath John, of Lammaston Farm, Pembroke.

He is one of four Welsh farmers and their specific sectors which kicked off the campaign.

An exhibition unit featuring bilingual graphic panels will be on display at the NFU's stand at the Pembrokeshire County Chow.

Malcolm Thomas, NFU Cymru director, said: "The unit will highlight the importance of Welsh farming to consumers by informing them that farmers produce the food they eat.

"This is an innovative and exciting venture for the union, and by using real Welsh farmers from across the country to promote the industry, we hope that people will realise the importance of Welsh agriculture to them as individuals.''