THE UK should champion its distinctive regional foods in the same way that other European countries protected their distinctive products and produce, according to the Country Land and Business Association.

In a bid to raise awareness of the issue and the opportunities available to food producers, the CLA ran a major promotion on regional food protection at the Game Fair at Belvoir Castle, Leicestershire, last weekend (July 22-24).

CLA national president, Mark Hudson aid EU countries were accustomed to protecting the names of their finest fare, such as Roquefort cheese from France or Prosciutto ham from Italy, but the UK lagged behind in taking advantage of the opportunities to safeguard the names of its nest produce.

MP Alan Duncan, whose constituency includes the Game Fair site and the Melton Mowbray pork pie, has tabled an Early Day motion calling on the Government to actively engage with the food industry to promote regionally distinctive food in Europe.

On a visit to the Totally Food exhibit at the Game Fair he said: "Regionally distinctive food has a huge role to play in encouraging the development of high quality, high value added production in rural areas."

Mr Hudson added: "If organisations such as the CLA and regional food groups with the support of the Government can raise awareness and raise the level of successful applications, then perhaps by the time we welcome overseas visitors to the 2012 Olympics no one will dare to cast doubt in the quality of UK food."