Flavour of success will help in county recovery

The scheme recognises the best use, and promotion, of local produce; and awards are set to be made in the following categories: Restaurant of the Year, Tea Room of the Year, Flavours of Herefordshire Breakfast of the Year, Specialist Retailer of the Year, and Village Shop of the Year.

New for this year is the introduction of a 'Producer of the Year' award - open to Herefordshire-based food and drink producers who employ five or less full-time employees.

Due to the devastating effects of foot and mouth, this year's awards scheme has taken on added significance for both the local tourism and farming industries.

Sarah Grout of Herefordshire Tourism explains: "Tourism and agriculture have never been more in the spotlight than this year, and projects such as the Flavours of Herefordshire awards scheme have become a vital means of helping to restore confidence and rebuild networks."

Focal point

"This year's awards ceremony will therefore become a focal point - not only to recognise food producers, hoteliers, restaurateurs, landlords, retailers and tourism representatives throughout the county - but also to help illustrate the importance of this type of scheme."

For the first time since its inception, the scheme has also now successfully attracted sponsorship from the world's leading cider producer HP Bulmers Ltd, wholesale delicatessen company, Vin Sullivan Foods Ltd, Aroma Tea & Coffee Merchants, Teme Vale Victuallers, and Print Plus of Hereford.

Another new development for this year's awards scheme, is that the relevant prize winners in the Flavours of Herefordshire competition will automatically qualify for entry into the region-wide search for the very best food and drink currently on offer in the Heart of England in three separate categories: Best Pub/Inn/Wine Bar; Best Restaurant; and Best Tea/Coffee Shop.

The chair of the judging panel this year was once again the internationally recognised chef and food writer, Frances Bissell.