WORCESTERSHIRE and Herefordshire traditional cheese and cider makers are being urged to make sure their specialities are kept special with new European regulations.

Euro MPs recently voted to streamline the rules protecting the status of regional specialities such as cider and perry with a quicker application process and a new logo.

Now, West Midlands Euro MP Liz Lynne believes many more of the area's specialties could benefit from signing up to the scheme which would prevent cheap imitations from being sold. She teamed up with Liberal Democrat parliamentary candidate for West Worcestershire Richard Burt to visit the site of one of the region's best-known cheese makers, Ansteys of Worcester.

The family firm of Broomhall Farm, near Kempsey, supplies cheeses to Harrods and is considering signing up to the scheme to protect its products including the famous Old Worcester White, Double Worcester and the recently developed goat's cheese marketed as Snodsbury.

"Protecting these regional delicacies prevents cheap imitations and ensures they will continue to be enjoyed in years to come and it helps protect rural jobs," said Liz.

"In seven EU states, it is estimated that geographical indicators add £3.5bn in value a year. I am glad the European Parliament has simplified the scheme as this is a great example of what the EU can do." Added Mr Burt: "These measures will be a big boost for Worcestershire local specialities, such as cheese and cider. The register will go on the internet and the new logo will be a clear sign of quality."