Prince Charles has called on people to commit to the hard "unglamorous" work of helping farmers across the UK pick fruit and vegetables that would otherwise go to waste.
The Prince of Wales lent his support to the Government initiative, which came about following concerns that large amounts of food would not be picked because of a lack of workers due to the coronavirus crisis.
In a video message, Charles compared the hardworking "pickers who are stickers" to the Land Army who worked on farms during the Second World War.
The prince, who runs an organic farm at his home in Gloucestershire, says in the video: “Food does not happen by magic, it all begins with our remarkable farmers and growers.
“If the last few weeks have proved anything, it is that food is precious and valued, and it cannot be taken for granted.
“This is why that great movement of the Second World War – the Land Army – is being rediscovered in the newly created ‘Pick For Britain’ campaign.
“In the coming months, many thousands of people will be needed to bring in the crops. It will be hard graft but is hugely important if we are to avoid the growing crops going to waste.
The video was shot at Prince Charles' Charles’s Scottish home.
He added: “Harvesting runs until the early autumn and people are needed who are genuinely going to commit.
“The phrase I have often heard is ‘pickers who are stickers’.
“I do not doubt that the work will be unglamorous and, at times, challenging. But it is of the utmost importance and, at the height of this global pandemic, you will be making a vital contribution to the national effort.
“So, I can only urge you to Pick For Britain.”
The Government launched the initiative after concerns over a shortage of farm labourers, as seasonal eastern European workers who pick many of the UK's crops may be unable to work due to coronavirus travel restrictions.
The peak harvesting periods run from June to the autumn.
