The food and farming minister Lord Whitty has announced that an extra £3m will be given to Food from Britain in support of a campaign to promote the UK's regional food and drink industry over the next three years.

Food from Britain (FFB), the Government's export marketing agency, will spearhead the campaign, aimed at both consumer and trade audiences.

"The regional food and drink industry plays a vital role in the rural economy, both as a viable industry, and through the wider environmental, economic and cultural benefits that can flow from it," Lord Whitty said.

"But more work can be done to raise consumer awareness of regional food products, encourage retailers and the food service industry to sell them, and increase producer competitiveness. We have worked closely with stakeholders in drawing up a support strategy to address these issues and I am pleased to be able to announce that DERA will be providing an extra £3m over the next three years to help deliver the strategy."

The first year's programme includes participation at consumer shows, support at international and UK exhibitions, consumer information campaigns and in-store promotions.