A NEW initiative to market food produced in the Durham dales is being launched this week.

Producers and retailers have joined together for the new initiative, which aims to put Teesdale and Weardale on the map for good food, drink and crafts.

The Taste of Teesdale and Weardale initiative is being launched tomorrow and is to last throughout next year.

It is being co-ordinated by Teesdale Marketing, a not-for-profit company set up to promote Teesdale and encourage economic prosperity for the area.

The campaign will involve the production of thousands of local produce leaflets, and a mini-directory of producers and retailers, while hundreds of posters will also be put up around the area.

There will also be continued lobbying of local accommodation, eating outlets and schools to use local produce.

Finally, there will be a local branding scheme to ensure that consumers are able to tell that the food, drink or crafts they buy come from the area.

Thorpe Farm Peel House, a farm shop, delicatessen and restaurant at Greta Bridge, near Barnard Castle, is one of the companies involved in the initiative.

Director Paul Barkes said: "While local produce is not always going to be the cheapest - because it's not producing on the scale of the supermarkets - it is often of a higher quality and it is a unique product.

"I think this is an opportunity for us to shout out what Teesdale and the surrounding area has to offer. A lot of the producers are small-scale and it can be quite difficult to be noticed.

"It's nice to be involved in this as it lets people know what is on offer."

The initiative follows the successful Teesdale Farmers' Markets, which are co-ordinated by Teesdale Marketing, and this summer's Food Festival at the Bowes Museum.

It will have the support of important regional and national bodies, including One NorthEast and the national tourist board, Visit Britain.

It will link into Visit Britain's national and international marketing campaign, aimed at attracting more visitors to Britain by promoting the varied local produce which is produced and sold around the country.

Any producers or retailers interested in joining the initiative can call Hazel Coppack at Teesdale Marketing on (01833) 631870.