AN AWARD-winning Worcestershire chef is travelling to Italy to see how other countries promote links between food producers and consumers in rural areas.

Wiz Clift, who is passionate about local produce, won the study trip in a regional recipe competition, held during British Food Fortnight last autumn.

The chef, who runs The Talbot Hotel, in Knightwick, with her sister Annie, wove fresh rabbit, pike from the River Teme and quince from trees in Horsham into ancient county recipes to win the prize.

She will spend a week studying farmers' co-operatives in Southern Italy, starting with one set up by lemon growers in Sorrento.

"I think most farmers in Britain find it difficult getting in with supermarkets - they are overwhelmed by the size and power of them," she said.

"But if you can get them to group together then they will find strength in numbers - they will have stronger bargaining powers and they will have a much better position to negotiate from.

Ms Clift's study trip comes as the Countryside Agency revealed that nearly twice as many people are finding out how and where their food is produced compared with a year ago.

The research, carried out by the Institute of Grocery Distributors, also shows that people buy local food because it is fresh and to support local farmers, which explains the growing popularity of farmers' markets.

The Countryside Agency is part of an initiative called "Eat the View" which aims to encourage people to buy local produce.

"Through this initiative, we are working to help consumers to understand the links between what they eat, how it is produced and the important part it plays in shaping the countryside they cherish," said Mike Grace, West Midlands regional director of the Countryside Agency.

"Ultimately, together with our partners, we hope to nurture a renaissance in the pleasure of buying and eating good quality regional food, and in doing so help strengthen local food networks," he added.