An initiative to promote the Sussex food and drink industry and support the county's farmers has been launched.

One of the main priorities of A Taste Of Sussex will be to encourage supermarket chains to stock more of the county's local produce, providing an economic lifeline for the region's under-pressure farming community.

Sussex Enterprise, the organisation behind the scheme, is in talks with Waitrose, Budgens and Safeway.

In the past, supermarkets have insisted producers deliver their goods to national depots which, for small farmers, was impractical.

Now more are allowing farmers to deliver their goods direct, cutting costs.

The project will also support efforts to revive native breeds and food varieties as well as maintain Sussex's landscape.

John Evans, head of rural affairs at Sussex Enterprise, said: "The aim is to raise the profile of local food products and forging links with supermarkets is a part of that.

"A lot of farmers, however, do not produce enough to supply the supermarkets but are able to provide a service to local restaurants and small shops."

Sussex has a wide range of food and drink from ice-cream and goat's cheese to liqueurs and sparkling wines, and A Taste Of Sussex has been set up to champion them.

Food producers heard about the group's plans at two launch events in East and West Sussex.

The first took place at the English Wine Centre in Alfriston, the second at Petworth House, Petworth.

Hilary Knight, co-ordinator for A Taste Of Sussex, said: "The farming industry is under threat so diversification is essential for its survival.

"We recognise the wealth of quality and experience associated with local food and drink producers and aim to harness this for the good of the industry.

"The tourist and hospitality industry is big business in Sussex and we want to help local producers tap in to this lucrative market."

Members of A Taste Of Sussex will benefit from a support network and be kept up to date on latest developments in the food and drink industry.