COUNTRYFILE host Helen Skelton was plunged into a sticky sweet spot on the latest episode of the BBC show.
The presenter headed north for a segment on shopping local, calling in at the Crag House Farm Shop in Leeds to talk about their home-made goods.
The BBC show was aiming to help people increase the prominence of the countryside in their everyday routines – with delicious rural food products appearing a relatively easy option.
Mum of two Helen, 37, admitted the mission was close to her heart.
Wearing a green face mask while she was in-store, she told the camera: "It’s the new year and resolutions are bound where we decide to make better choices not least about our shopping.
“Our independent stores have had a tough time of late and our farmers face an uncertain future.
“So this year my resolution is to support my local whenever I’m able."
She added: "We love supermarkets. They’re convenient, you can get everything under one roof and they’re cheap,” Helen continued.
“But alongside them sits small independents and they need our help now more than ever.”
As she spoke, the camera panned onto a host of foodie items adorning the shelves, including honey, tomato puree and chutney.
Helen selected one of the Yorkshire-produced Blossom honey varieties and told how it was priced at £6.99, as she added good-quality honey could sometimes be difficult to find in stores.
The BBC host added: "Admittedly farm shops aren’t always the cheapest but you will find things here that you won’t find anywhere else and most of it comes directly from local producers."
Yet the price tag proved more sickly than sweet to some viewers, who took to Twitter to moan.
One posted: "Buy local .. Honey for £6.99. Would buy local if I could afford to do in these places."
Another posted: "You lost me at £7 for some f**king honey," as a third put: "Meat I pick from butchers, but there's no way i'm gonna pay 7 quid for a jar of honey or jam! lol."
A witty Countryfile fan then wrote: "£6 for a jar of honey. Well stung there."
One then surmised: "£6.99 for a jar of honey?!? Local honey in #milstead is just £3.50."
Addressing any price concerns early on in the show, Tim Parkinson of Crag House said: "Yes you may be able to buy something cheaper but has it been hand-reared? Has it been looked after? Is the care and attention there?"
Countryfile airs at 6pm every Sunday on BBC One.
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