There has been a tendency for dishonest supermarkets to package imported beef as 'British', certified brands cannot be mis-labled without prosecution, so there is a preference toward buying branded products amongst people supporting local producers, a growing trend here!
Back home in Rhodesia, we didn,t have imported products due to us being net exporters, and U.N. sanctions restricting what we were able to (illegally) import. Rhodesian beef was branded entirely by grade and sold under the "REX" trademark, colour and breed were of no importance, but British and Sanga breeds and crosses gave the marbeling sought by many importing countries, setting a high standard for which the brand was famous. The contrast with countries which have specfic branded products makes an interesting subject for discussion for me.