FRESH, local produce "speaks for itself" at restaurant tables, according to the celebrity ambassador behind a county awards scheme.

TV chef Alan Coxon was speaking at the launch of the Tastes of Worcestershire Awards, which encourage the use and promotion of local food and drink in cafs, restaurants and hotels.

Members of the catering industry gathered at Worcester Rugby Club, Sixways, yesterday, to hear Mr Coxon talk about his enthusiasm for local produce and the benefits of entering the awards.

Now in their third year, the Tastes of Worcestershire Awards are run by Worcestershire County Council, in association with regional development agency Advantage West Midlands, and Heart of England Fine Foods, which promotes growers and producers in the Midlands.

Winning the awards can bring big rewards for local eateries, including automatic entry into a regional competition, run by Visit Heart of England Tourist Board, and extensive publicity. Winners also receive £500 and a plaque.

"If you've got good, quality, fresh local produce, it speaks for itself. You don't have to do much to it," said Mr Coxon, who lives in the county.

He hosts BBC2's Ever Wondered? programme and is a guest chef on Gloria Hunniford's Open House, on Channel 5.

"You can create wonderful, stunning dishes using straightforward, simple local products," he said.

"We should be proud of our ingredients, because they are the best. Let's make people elsewhere envious of us as a food region."

Alwyn Davies, cabinet member for economic development and regeneration, said there was a wealth of local produce in the county to promote.

"I see it as part of tourism, attracting more and more people to Worcestershire," he said.

"And when they come here, we need to show them how much local produce there is and how good it is."

Jenny Beard, regional food and drink skills manager for the Learning and Skills Council, Herefordshire and Worcestershire, said the judges would be looking for "passion and enthusiasm".

"It takes time and effort to source local produce but it is well worth it," she said.

"The time is right to start thinking about healthy, fresh, natural ingredients."

The deadline for companies to enter the Tastes of Worcestershire Awards is Monday, June 30.