Since its launch in October last year, the initiative to promote all foods produced in the county under one label has proved extremely successful. Fresh produce has been one of the main beneficiaries, with Asda accepting Kentish soft fruit with the county's stamp, grown by Andrew Boxall, into its Kent stores throughout this season. Other supermarkets are close on its tail.

Rob Weaver of Kent County Council told the Journal: 'There are two sides to this. Firstly we want to make the logo a success locally, but then we also want to see recognition of its value on a nation-wide scale. We are not necessarily competing with local producers elsewhere, we hope they receive similar support.' He added there are strict criteria to be met by producers in order that they be granted permission to use the Produced in Kent brand. 'What we are saying is that when you see the logo, that food is genuinely from Kent and it has been produced and packed to the highest standards.

'Because the Invicta horse is on the logo, it is taken extremely seriously. This produce is representing Kent and is subject to strict auditing by the county council's trading standards department. We have already been asked to check out certain things and it will happen again, but that is part of the logo being sincere.'

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