YORKSHIRE Day is being marked with a salute to the spirit of the regions traditional attributes with straight talking, being down to earth and proud identified as making people happier.

August 1 is the day of the white rose with residents across the region celebrating. In Bedale the town is holding a special market to launch a new scheme to promote and support the area. Brand Bedale is being launched with the backing of local producers and suppliers to market the town. Backed by the town council the market n features Yorkshire Gin and specialist traders in cheeses, home-made foods, jams and chutneys, leather goods, jewellery, fresh fruit and veg, breads, homewares, computer and garden goods with the Tourist Information Centre staging a white rose cream tea.

A new survey of 2,000 British adults by Plusnet found people who identified with the traditional Yorkshire attributes were happier than those who did not. They also found people who ate Yorkshire puddings, roast dinners and gravy were happier than their peers.

Straight-talking, friendly, down-to-earth and proud were the personality traits associated with happiness according to the communication groups survey. TV psychologist Emma Kenny said: “Yorkshire men and women have such distinct personality traits that are widely recognised and valued. They are typically straight-talking, proud, down-to-earth and friendly. All these qualities will influence how they act in day-to-day life, which in turn will affect their emotions including happiness."