The county emblem for Cumbria is a swirl of long, unlinked Cumberland sausage.

According to a new report by the World Health Organisation, it may as well be a skull and crossbones.

It has declared that sausage, ham, bacon and other processed meats are dangerous to our health.

That they can cause cancer and that red meat “probably” causes cancer too.

It has placed processed meat into its Group 1 category of carcinogens. Other substances in the group include alcohol, asbestos and tobacco.

That’s the tabloid-issue headlines and interpretation of the report.

Shoppers, meat eaters and those who love a fry-up will be appalled and concerned – should they be?

In reality, the situation isn’t anywhere near as dramatic.

The World Health Organisation’s International Agency for Research on Cancer has analysed 800 studies from around the world and found that processed meats such as sausages, ham, and hot dogs cause bowel cancer.

Its report said 50g of processed meat a day – less than two slices of bacon – increased the chance of developing colorectal cancer by 18%.

It also warned that red meats were “probably carcinogenic” , adding there was limited evidence.

The WHO did stress that meat also had health benefits and Cancer Research UK has said the report was a reason to cut down rather than give up red and processed meats, adding that a bacon sandwich occasionally would do little harm.

The world health organisation would have come under ferocious criticism if they had not made note of this link between meat and cancer and highlighted the possible effects caused by eating large quantities.

Butcher Barry Shaw specialises in producing sausages and cured and air dried meats.

Barry has a shop in Aspatria, supplies shops and delicatessens across the county and regularly sells produce at markets and shows.

He has a robust response to the WHO report: “It is a load of rubbish.

“At first they say ‘if you eat red meat on a regular basis it is like smoking cigarettes’, then they say if it is eaten in moderation it is all right.

“They say alcohol is bad for you, but red wine is good for you.

“There is always something dangerous to you. If we took notice of everything they say, what would we eat?

“If we all went vegetarian, I’m certain that five years down the road they would be saying that too many vegetables are bad for you.

“Since the dawn of time, we have been eating meat.

“I think it is all very confusing to people and if they keep on about it, they are going to ruin businesses.

“Edwina Currie did it when she warned about salmonella in eggs.

“It could affect a lot of businesses, not just butchers, but those in catering, such as pubs, hotels, restaurants and farmers of course.

“As a family, we try and have a meat free day a week, but every other day we eat meat.”

David Raine has 200 beef cattle and 1,000 breeding ewes on his farm at Kirkoswald.

The vice chairman of Cumbria’s National Farmers Union, says the report could affect sales and farmers.

He says there is “low level” concern among some farmers, but he believes it will make little difference to shoppers.

“I think consumers have been aware of this link before.

“There have been concerns about processed meat for some time, but there is no change in the basic position.

“As a farmer, it is a concern, but the overall message is still that as part of a balanced diet, meat is a valuable source of iron and nutrients.

“It does not change the fundamental message which is that meat is a key part of a balanced diet.”

Philip Cranston hasn’t noticed any knock-on effect in the shopping habits of customers.

The Penrith-based family-owned butcher’s business has six shops across the north of the county and has won many awards for its sausages and bacon.

The company’s managing director says the WHO warning applies more to continental meats, rather than those produced here.

He says: “The concern is the saltpetre used. We do use it in bacon and ham, but it is not used in our sausages.

“It is just about moderation. There are not many people having bacon every day for breakfast these days.

“People are mentioning it in the shop, but they are not too concerned.

“Shoppers are too savvy to be put off by this. They are used to reports coming out on different things affecting your lifestyle and longevity.”