GROWERS from the Vale of Evesham and the Cotswolds are backing a project by Heart of England Fine Foods and Mack Multiples to raise awareness of shoppers to locally grown, seasonal vegetables.

The aim is to encourage shoppers to buy more locally grown fresh produce and to provide shoppers with inspiration on how to cook and enjoy them.

The Savour the Flavour brand was launched at Dumbleton Hall Hotel, near Evesham, and featured an appearance by vegetable guru and Masterchef Goes Live presenter Gregg Wallace.

He told growers and supermarket managers: "What you are doing here is very exciting. It is logical and we know it is right."

Seasonal produce was the right way ahead and helped people to eat better, he said. "We do need to have more British produce in our shops," he stressed.

Alix Hay, marketing executive with Heart of England Fine Foods, said: "Our aim is to raise awareness of regional food and to raise the profile of the region's growers."

Karen Davies, chief executive of HEFF, described the event as "the launch of what we feel is a very exciting and innovative project."

She added: "Today is only just the beginning.

"We are hoping that over the next few years we can work to highlight the wonderful fresh produce available from growers in the Heart of England."

From May to September this year, a series of vegetable lines will be highlighted under the Savour the Flavour brand.

James Hallett, commercial director for Mack Multiple's vegetable division, said: "We are able to bring regionally grown products to a wider shopping audience through the available retailing selling channels, transporting produce the minimum distance and delivering freshness in what is a key production season for the region."