JUDGES in the Tastes of Worcestershire Awards will be looking for a passion for serving local produce.

The awards encourage the use and promotion of local food and drink.

Eateries can enter one, or more, of four categories, including Best Restaurant, Best Pub or Inn, Best Tea Shop or Caf and Best Worcestershire Breakfast.

A panel of food professionals will judge entrants on a number of criteria, including the quality of the local food and drink served, the active promotion of local produce, and enthusiasm and passion for local produce.

"Entrants must think of the judges as potential customers," said Jenny Beard, regional food and drink skills manager for the Learning and Skills Council, Herefordshire and Worcestershire.

"They must "sell" the business to them, the same as they would to customers."

Dishes using local produce can be traditional dishes or new, innovative dishes. But they must be delicious, and use quality, fresh, local produce.

Businesses must also actively promote the produce.

"Entrants should be specific on their menus about where the produce comes from," continued Mrs Beard.

"If the beef comes from a farm down the road, say so.

"The food must be well prepared and of course, well served, but not over done. And, of course, the quality of the produce must be good."

Written entries will be sifted through to come up with a shortlist of entrants, who will then be visited by judges.

"Entrants must at least meet judges' expectations, and hopefully exceed them," she said.

"This is when the 'heartbeat' of the business comes through - the welcome, the attitude, even the furnishings. And especially communication with staff - a lack of knowledge about products by staff can make the difference between a winner and an also-ran."

For more information about the Tastes of Worcestershire Awards 2003, visit www.tastes.org.uk or phone 01905 766371.