BUYERS for a national supermarket chain are coming to Worcestershire to meet up with local growers.

Somerfield is setting up a series of roadshows at regional NFU centres to bring its buyers face to face with the area's food producers.

The aim is to increase the amount of locally-grown and produced meat, vegetables, fruit and dairy products in its stores.

Pete Williams, spokesman for Somerfield, said that for the past 18 months they had been following a policy of increasing the amount of local produce in their stores.

"The idea is that wherever you shop you will be able to buy the local specialities," he said.

"We've set up a hotline so that local suppliers can contact us and let us know what they're growing or producing.

"What we're trying to do is market more food as local because we know customers like to support their local farmers and they like to know where their food comes from. I know the Malvern manager is very keen to expand the choice of locally produced food because he said it's so popular."

Mr Williams said they had planned a series of roadshows in April this year but had to cancel them due to the foot and mouth outbreak.

"Hopefully, we'll be running them in October this year, after the harvest," he added.

Russel Griffin, for the National Farmers' Union, said they welcomed any scheme which promoted the efforts of growers in the Malvern area and particularly schemes by supermarkets.

"We applaud Somerfield for taking the initiative," said Mr Griffin.

"This roadshow will complement the NFU roadshow which will be touring the Midlands in the last two weeks of August."

The Somerfield hotline number is 0500 691913.