The head of promotional body Taste of the West has urged the horticulture industry to engage with collaborative marketing to the extent that their agricultural cousins have.

John Sheaves implored fresh produce growers to get together and promote themselves via the organisation, citing the example of the Dartmoor Farmers Ltd co-operative as a group of 54 producers who have collectively added value to their products.

Some 70 per cent of West Country consumers want to buy locally produced food, he claimed, with 61 per cent actually buying it. "People value local food more than three or four years ago and don't want to buy anonymous products," he said. "It's all about promoting quality now."

Taste of the West's members range from small local producers to bigger national names such as Rodda's, Burt's Crisps and Mole Valley Farmers.