FOOD producers from throughout Worcestershire attended an inspirational conference, where they were told by one of the industry's foremost figures to "go for it".

The Growing Your Business - Maximising Regional Potential conference, held on Friday, was aimed at helping producers develop profitable and sustainable businesses.

Sir Donald Curry, whose report "Farming and Food, a Sustainable Future" is providing a blueprint for future government policy, chaired the conference.

The conference was organised by regional food group Heart of England Fine Foods (HEFF) and was held at Hagley Hall, Hagley, near Kidderminster, where HEFF was first launched, five years ago.

It was attended by some of Worcestershire's most successful food producers, including Lightwood Cheese, from Cotheridge; Goodmans Geese, from Great Witley and Essential Cuisine Oils, from Malvern.

Herefordshire producers also attended, including apple juice producers, Jus, from Ledbury, and Oliver's Cider, from Hereford.

Sir Donald told the conference he was determined the report produced by the Policy Commission on the Future of Farming and Food, which he chaired, was "not going to gather dust".

But he said the industry must take responsibility for helping to implement the changes recommended in the report.

"The industry itself must engage in this responsibility. If the industry doesn't pick it up, it won't happen," said Sir Donald.

Other speakers at the conference included Professor David Hughes, from Imperial College, London, who described how producers could reconnect consumers with regional foods; and Dr James Northen, from the Institution of Grocery Distributors. He spoke about consumer attitudes to local foods.

Nick Hodgetts of Malvern Cheeswrights shared the platform with Elwyn Davies, sales director of SPAR. They highlighted how a partnership between a convenience retailer and a regional food producer can work in practise.

During its five years of operation, HEFF has helped more than 300 food and drink producers. Together they have achieved a combined turnover of more than £400m.

Jo Amos, HEFF project officer for Worcestershire, said the conference had been very well supported by local producers.

"There has been really good support on the producers' side and good quality speakers.

"I thing the producers will take a lot of good information back."