AN initiative to help local food and drink producers to expand their markets and showcase their products in Europe has been launched.

The project, called Urbal (urban-rural), gives producers the chance to travel to regional food festivals in partner countries, which include The Netherlands, Belgium, Norway, Germany and Sweden.

Councillors from North Yorkshire said the project was a wonderful opportunity to promote the county and its unique products to a multinational audience.

So far, well-known names such as Lewis & Cooper, based in Northallerton, and Hambleton Ales have signed up to the project.

The scheme is being funded by £320,000 from the European Union.

The money will be used to pay for the project itself, and a variety of promotional activities.

The Urbal project was officially launched in Zwolle, The Netherlands, last Thursday.

In North Yorkshire, the scheme is being led by the county council, which has invited a delegation of 15 people representing nine local food and drink companies to a country fair in Heino, The Netherlands, on Saturday and Sunday.

The council is already planning to return the favour by inviting its international partners to the Skipton produce festival on October 9 and 10.

County Councillor Carl Les, executive member for economic development, said: "This really is a wonderful opportunity, not only for international co-operation, but also to promote North Yorkshire products in a much wider market."

The producers involved are Shepherd's Purse Cheese Limited, based near Thirsk, Yoadwath Mill Trout Farm, from Kirkbymoorside, Elizabeth Smedley (Yorks) Limited, from Ripon, Elizabeth Botham and Sons, from Whitby, Swaledale Cheese Company, Wensleydale Dairy Products and Raydale Preserves, from Askrigg.

Nick Stafford, owner of Hambleton Ales, thanked the county council for its efforts in setting up the scheme.

He said: "From a rural brewery in North Yorkshire to a country fair in Holland is an ideal opportunity for Hambleton Ales to participate with our Dutch partners.

"We very much appreciate the North Yorkshire County Council's efforts to make this great opportunity available to us."