MONMOUTHSHIRE producers have welcomed news the county is to brand itself as the ‘food capital ofWales’.

The branding hopes to boost visitor numbers, and this week the council has revealed more about how the idea will become a reality.

Marketing activity is likely to include food- and drink–themed PR, social media and online marketing campaigns, as well as a newfood-based visitor website.

The plans are part of the Monmouthshire destination marketing and branding strategy, which proposes the campaigns should be developed with a new private-sector food tourism consortium.

This would raise awareness of Monmouthshire as a food tourism destination, generate new business for consortium members, particularly at off-peak times, and celebrate highquality food and drink.

In addition, it would forge stronger links between Monmouthshire producers, festival organisers, attractions and hospitality, catering and tourism businesses and encourage food tourism product development.

Avril Lord, who runs her own jams and preserves business, Avril’s Kitchen, is part of Made in Monmouthshire, a one-stop guide to local produce from the county.

The businesswoman, who sells at Caldicot market and Budgens, Magor, said the consortium is a good idea.

“Made in Monmouthshire has boosted recognition for all traders and producers.

A lot of inquiries from wholesalers have come through the website, so we knowthat’s working.” she added.

James Swift, owner of award-winning Trealy Farm Charcuterie, Monmouth, said anything that encourages interaction and awareness of producers is positive.

“A consortium is an excellent idea,” he said. “We would love to sell more of our produce locally.”

Angharad Underwood, of The Preservation Society, Chepstow, helped set up a co-operative in the Caerphilly area, which has helped eight producers boost trade and make sure the quality of their products is at its absolute best.

She said it’s a bit like the consortium idea.

“I think Monmouthshire has the producers here but probably doesn’t promote it enough,” she said.

In 2010, 2.02 million people visited the area, increasing to 2.1 million in 2011 – a 4 per cent rise. Visitors spent £163m in Monmouthshire on things like accommodation, shopping and transport, only 1 per cent up from 2010.