"The aim is to forge strong working and trading relationships between food and tourism businesses, to build a stronger regional food offering, and to contribute towards the sustainability of local businesses and the region's economy as a whole.

The longer term proposal is to launch a consumer marketing initiative that would place Mid Wales at the forefront of the emerging UK-wide food tourism market.

'Local Food Talks' has already gained strong support from industry leaders throughout the region, and there is growing interest and commitment from tourism businesses.

Processed foods are to blame for the sharp rise in obesity levels and chronic disease, according to the World Health Organisation.

People are being urged to cut their intake of such products which can contain harmful additives and chemicals used for preservation and taste.

Consumers buying local produce are far more likely to know or be able to easily trace the origins of what they are eating and trust the producers.

They also have the reassurance that it hasn't travelled thousands of miles before it reaches the plate, as we're beginning to consider the impact food has on the environment and the hidden costs behind what we buy.

Research by the Soil Association found that the UK imports 55% of its food. This transportation adds significantly to the carbon emissions that contribute towards the destruction of the Ozone Layer.

Consumers are being encouraged to do their bit to help the environment by purchasing local produce when possible.

When people sit in a restaurant in rural Mid Wales they should be able to relax with the reassurance that most of what they eat has been produced regionally and that it's of the highest quality.

At the same time they'll be safe in the knowledge that they're supporting a local economy and community.

But why use olocal food to tempt tourists?Firstly, research shows that 70% of British consumers want to buy local food. The UK provides 93% of tourists to Wales.

Tourist-spend on food and drink in Wales totals around £300 million. Visitors' second highest expenditure after accommodation is on food. Visitors to Ceredigion, for instance, spend an average of £69 dining out and £103 on food and drink during their stay.

In addition to making more ethical decisions about the food we eat, the search for the 'real' or the authentic is particularly important to holidaymakers and visitors.

'Authentiseeking', as it's become known, is something humans have aspired to for centuries, in various aspects of their life. Take the work of Dostoyevsky, Plato and Freud for example.

Over 50% of respondents to a recent survey agreed that when they go on holiday the most important thing is to experience the authentic culture of the place (this was high across age, gender and socio-demographic profiles).

A presentation at the December 2005 Changing Lives Conference also revealed that interest in finding the authentic is growing among consumers. There is a shift from spending on material goods to spending on services and experiences. This is great news for providers of locally produced food and authentic and traditional recipes.

62% of visitors to Mid Wales are classed ABC1 on the socio-economic scale, exactly those, according to the research, who are willing to pay more for authentic and superior quality products and services. 81% of visitors to the Brecon area, for instance, want local food on the menu and are willing to pay more for it.

A report produced by nVision's UK service found that holidaymakers are highly motivated to try local dishes and locally produced food. 89% of consumers would like to see Welsh or local food on the menu in Mid Wales although, disappointingly, of those businesses serving Welsh or local food 40% don't always market it as such to the customer.

Keeping customers happy makes excellent business sense."

For further information on any of these events, contact Cath Smith at the Mid Wales Food and Land Trust: 01686 622388

Article written by Mari Stevens.