Guisborough could be designated a Fair Trade Town, selling local and international produce made by fairly-paid workers, if businesses and civic leaders back a campaign by the East Cleveland branch of the World Development Movement.

The WDM scheme is seen as complementary to Guisborough's ongoing Market Town Initiative work and its newly-launched speciality markets.

Fairly-traded coffee and tea could be served at events held in Sunnyfield House and at Redcar and Cleveland Council meetings.

Local farmers, food producers and other traders could benefit, too, say campaigners.

Although councils have restrictions in what can be purchased under so-called Best Value rules, fair-trade campaigners hope council canteens and catering departments could assist local food producers and those abroad.

Barbara Welford, of Scaling, is involved with the WDM. She said: "We promote fair trading, whereby producers and workers get a decent price for whatever they make. Each year, we normally have a stall in a supermarket and more people have become aware of the issues over the years.

"We are trying to get Fair Trade Town status for Guisborough. People in the town are trying to promote it as a market town and are quite interested in our campaign. We're promoting fairly-traded goods, the importance of local produce and the problems with food-miles - the huge distances much supermarket food is transported.

"For example, you can have the crazy situation where Yorkshire cheese is transported in lorries to be packaged in the south, and then brought north again to be sold."

In addition to urging shoppers to think about what they buy, the WDM is seeking support of Guisborough Town Council and Redcar and Cleveland Council.

Mrs Welford said fairly-traded tea and coffee was due to be served at Sunnyfield House, and the town council had approached Guisborough Business Association about developing the idea.

A publicity launch is planned for March, with civic and business representatives.

Lorna Jackson, of Real Meals delicatessens at Guisborough and Saltburn, is involved in the new speciality markets and has shown interest in the fair trade idea, said Mrs Welford.

Real Meals stocks a variety of regional food and has won a number of awards recently.

Other activities to diversify and strengthen local trading in the area have included farmers' markets at Pinchinthorpe Hall Hotel.