Ewen Cameron, chairman of the Countryside Agency kicked off the launch of a new local products campaign, called Eat the View at the Royal Show, by announcing a major partnership with Food From Britain. In a significant development, the Countryside Agency announced proposed funding of nearly £1million for Food From Britain which will enable them to bolster their regional foods campaign.

"I am delighted to announce an agreement with Food from Britain to reinforce the regional food groups with new staff to enable them to work with producers, distributors, and retailers to improve the range and quality of regional farm produce and to encourage sustainable land management practices among their members," said Ewen Cameron, chairman of the Countryside Agency.

Charlotte Lawson, Food from Britain's speciality foods director said: "This is a very exciting development in our efforts to assist the growth of speciality food producers and in our work helping farmers to diversify into adding value.

Whilst this initiative is developing regional food groups in England, Food From Britain will be gearing up efforts to assist producers in Scotland, Wales and Northern Ireland via the representative bodies. The Countryside Agency's support is an excellent example of collaboration between public sector organisations and will enable Food from Britain's regional food groups to expand and enhance their vital business development and marketing services at a time when such assistance is greatly needed."

The support will expand the role and capacity of Food From Britain's regional food groups, so that they are better able to help members market their produce.

Assistance will be made available to enable regional food groups to identify new market opportunities, promote good practice, and work with producers, distributors and retailers to improve the range and quality of regional farm produce. The intention is to help regional food groups to extend their remit beyond speciality food products, to include more mainstream farm produce, and to enable them to recruit more on-farm businesses as members. In return for the contribution, regional food groups will encourage sustainable land management practices among their members.