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Brands - do you love them, buy them or hate them? Are they an essential element of trust in our globalised food system - and can local farms use them just as smartly as multinational food corporations?

Reporter Mark Holdstock visits the launch of Fodder, the Yorkshire Agricultural Society's new shop and cafe outside Harrogate and talks to Deputy Chief Executive Heather Parry and to Jenny Clarkson of Just Jenny's Ice-cream.

Sheila Dillon visits Barford Farmhouse, near Wimborne in Dorset, and talks to Wendy Pope about their farmhouse ice cream. She asks why they launched it and how difficult and costly it was to develop a logo and to market it.

Sheila Dillon also talks to Julian Hunt of the Food and Drink Federation.

And Sheila is joined in the studio by Jonathan Gabay of Brand Forensics and Anthony Davison of Big Barn, a leading local food website.