THE specialist food and drink industry is growing in the two counties, but is in need of more skilled workers and producers need to raise their profile.

According to research funded by the region's development agency, Advantage West Midlands (AWM), there is a growing market for "niche" food and drink products, but producers need help to capitalise on it.

Currently, the minority food and drink sector employs more than 2,600 people in the West Midlands and generates more than £230 million a year in the region.

According to AWM, however, the research shows that in order to benefit from the growth, local firms need to raise their profile to help investment and are in urgent need of a better skilled and qualified workforce to help them move into higher value production and increase competitiveness.

"There is a need to develop and disseminate best practice and leading businesses from this niche food sector are actively being encouraged to join the regional food forum to take this process forward," said Pat Laughlin, director of business growth at AWM.

She said AWM would work with partner organisations to help businesses place greater emphasis on development of new products and processes and encourage better links with academic institutions.

"We really do feel the whole of the food and drink sector, particularly that involving minority communities, has a tasty tale to tell the rest of the world," said Mrs Laughlin.

Firms are also being encouraged to invest in information technology , including an internet presence and electronic communications.