A campaign has been launched to raise the profile of Dorset’s farms and rural businesses - as more and more people recognise the value of local produce.

Research by rural insurer Cornish Mutual shows that one in three people in the county buys more local food and drink than they did a year ago and that they’re prepared to pay up to 10 per cent more if they know it was produced nearby.

The firm commissioned the research as they launched their Real Food Heroes campaign with television chef Lesley Waters, who lives in West Dorset.

The campaign aims to celebrate the people behind our produce and put the spotlight on farms and rural businesses across the region.

Lesley Waters said: “I am delighted to hear that more and more people are choosing to shop locally. It is something that we have always championed here at the cookery school, along with cooking with the seasons.

“If you have good quality ingredients then you don’t need to do too much to them to bring out their flavours, and you have the added benefit that you support local producers, farmers and their families at the same time. Get to know your local suppliers and I have no doubt you will receive, not only the best quality products, but the best quality service as well.”

The campaign was launched at The Udder Farm Shop, an award-winning farm shop, coffee shop, deli, fishmongers and butchery based on the edge of the Blackmore Vale near Gillingham in North Dorset. Run by farmers Brian and Jane Down, the shop invited local food producers to display their food and drink and offer free tasters to customers.

Over the coming months, Cornish Mutual will share stories from some of its members involved with food and drink production, from farms, large and small, to artisan producers and retailers.

Cornish Mutual managing director Alan Goddard said: “From Cheddar cheese to Portland lamb, Red Ruby Devon beef to Cornish clotted cream, we think the South West makes some of the best food in the world.

“Our survey suggests this is a view shared by people who live across the four counties where we work. It is fantastic to see that so many are choosing homegrown produce to support their local farmers.

“Behind all of our wonderful local produce is a bunch of hardworking people and we are very proud that many of them are our Members. Whether they are growing or rearing it, producing, distributing or selling it, they are united in their passion for helping to create the very best food and drink. That is why we are putting the spotlight on the people behind our produce: the real food heroes.”