A substantial literature documents the importance of trademarks and brands to business success. How does this relationship change when we enlarge our focus from individual firms to industries and nations? This articles examines the dominance of Danish bacon in Britain between the late nineteenth and early twentieth centuries. We argue that this supremacy required state intervention and cooperation between government and producers to underpin high and consistent levels of quality throughout the supply chain, both of which were necessary to ensure the successful marketing of “Danish” bacon. In Britain, by contrast, state intervention to increase bacon production was only partially successful because it was undermined by a nineteenth-century legacy of uncoordination and deregulation. Such weaknesses affected the supply of appropriate pigs and the production of bacon that was uniform in quality, and ultimately negated the efforts of the Ministry of Agriculture and Fisheries to promote a “British” bacon brand.