Food and farming minister Lord Whitty has announced that an extra £3 million will be given to Food from Britain in support of a campaign to promote the UK's regional food and drink industry.

Food from Britain (FFB), the government's lead export marketing agency will spearhead the campaign, aimed at both consumer and trade audiences, which follows on from the Strategy for Sustainable Farming and Food. Lord Whitty said: 'The regional food and drink industry plays a vital role in the rural economy, both as a viable industry, and through the wider environment, economic and cultural benefits that can flow from it. But more work can be done to raise consumer awareness of regional food products, encourage retailers and the foodservice industry to sell them, and increase producer competitiveness.'