CONSUMERS in Worcestershire could soon have a wide range of fresh local food products delivered direct to their door if a new initiative proves successful.

The scheme, called "The Green Grocer", is being set up by a group of county farmers and producers in a bid to encourage people to eat more home-grown goods.

If it takes off, the project will also offer a service to schools, hospitals and the leisure and catering sectors.

Eventually, it is hoped more than 200 farmers and other producers will be involved and goods will be delivered to more than 40,000 homes and establishments in the county.

"This initiative will greatly increase the accessibility of locally produced foods to a much wider range of people living in Worcestershire and other parts of the West Midlands," said Graham Collier, The Green Grocer secretary.

"Through developing a direct delivery service, the Green Grocer will be distributing products currently only available at farmers markets, farm shops and other specialist retail outlets.

"This will hopefully appeal to those who cannot readily access these supplies at present or want them on a more regular basis.

"From the producers' perspective it will expand their business opportunities, by opening up new markets that they would find hard to achieve on their own, while also giving them a better return than they could get from most of their current wholesale outlets."

The idea was put forward more than two years ago by a number of members of the Worcestershire Rural Hub, but it was only a year ago they managed to obtain a Defra grant to carry out a detailed feasibility study.

"This has been done and it confirms there is a great need for this sort of project. We are now putting together a detailed business plan and looking at further financial support," added Mr Collier.

The marketing company is also looking for potential new members and is to present its findings at a special meeting next month.

Farmers, growers and small food producers are being urged to attend the event, at Hawford Young Farmers' Centre, in Hawford, on Wednesday, January 6 at 7.30pm.

For more information log on to www.ruralnet.org.uk.