‘Love your Countryside’ is the message behind an initiative aimed at cutting the amount of rubbish dumped on farmland each year.
The NFU is urging householders to take more responsibility for their waste – or face the risk of prosecution.
In England alone during 2012/13 there were 711,000 incidents of fly-tipping with a case occurring every 44 seconds.
It is estimated around two-thirds of farmers are affected by fly-tipping, with items such as old fridges, chairs, mattresses, tyres and contaminated waste routinely dumped.
Farmers and landowners are then left to pay the clean-up bill, a cost set at around £47million in a previous study which also highlighted the danger to human health.