PHASE two of the Buy Somerset campaign has been launched following the success of the project’s pilot.

The second stage of the campaign, which is being led by Visit Somerset, is offering discounts in Tesco on some of the county’s best products, from Bath Ales to Brothers Cider, and from Miles Tea and Coffee to Cave Aged Cheddar.

The regional food industry is already worth more than £500m.

As part of the campaign, a Buy Somerset food and drink voucher booklet will be circulated through Somerset stores and it is hoped the drive will boost the county’s status as a destination for food tourism.

John Turner, CEO of Visit Somerset, said: “This is a very exciting time for Somerset, and for us.

“By encouraging locals and tourists to buy just five per cent more of our products we’d inject an additional £25million into the regional economy, offering the prospect of more jobs and a Somerset brand which celebrates affordable and locally sourced food. This all is helping as we look to support provenance and regional suppliers”

Jo Hobbs, of Miles Tea, said: “We’re delighted to be working with Visit Somerset and Tesco to promote the truly impressive range of suppliers that are right on people’s doorsteps. To see the project enter phase two with great customer feedback so far is really rewarding.