Leading regional food group Heart of England fine foods (HEFF) has put out a call to West Midlands food and drink companies to join them at the heart of the 2004 Food and Drink Expo - the UK’s biggest event for the food and drink exhibition.

Held at the NEC in Birmingham on March 14-17, the biannual event attracts thousands of key buyers from the foodservice, manufacturing, retail, wholesale and export sectors.

With support from Advantage West Midlands, HEFF can offer West Midlands food and drink producers subsidised stand space, plus help with marketing, whilst exhibiting under the umbrella of foods from the heart of England.

The HEFF area will boast a demonstration kitchen, where chefs will prepare innovative meal ideas using exhibitors’ products.

HEFF trade development officer Georgina Pickford said: “Food and Drink Expo is the highlight of the exhibition calendar. Potential buyers travel from all over the UK, Europe and America in their quest to source new, exciting products. It is a great platform to launch new ideas, expand your range, or introduce your products to the world-wide stage.

“Being on home ground and at the centre of our region HEFF will have a major presence right at the very heart of the show.”

Producers wanting to find out more should call Pickford at HEFF on 01889 505443. Producers are also invited to attend a meeting to discuss plans for the HEFF area at EXPO on January 22, at the Pear Tree, Smite in Worcestershire.

• HEFF was established in March 1998, with a grant from MAFF, to promote and support producers of regional food and drink. The group is part of a national network of food groups.

A membership organisation, it offers a package of business support and trade development activities to producers from the counties of Worcestershire, Staffordshire, Shropshire, Herefordshire, Warwickshire and the West Midlands.

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