The new boss of supermarket Waitrose has backed calls to stop any relaxation of rules banning imports of chlorinated chicken and hormone-injected beef.
James Bailey said Waitrose would not stock such products.
The message supports a National Farmers Union campaign to ban imports of food produced to a lower standard than currently allowed in the UK.
Trade Secretary Liz Truss told MPs last week that the UK's food standards will not be compromised by new trade deals.
She was responding to growing fears that lower standard imported food could form part of a future UK-US trade deal.
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The majority of British consumers are against imports of lower standard food, according to a Which? survey published on Thursday.
Some 95% of consumers said it is important for the UK to maintain existing food standards, which ban the use of chlorine-washing, growth hormones and many pesticides.