There are many reasons for buying local food and drink. Here are a few: By purchasing local food and drink, particularly from farmers' markets, we are directly supporting local businesses. Buying local produce means we can trace our food from 'field to fork'. Locally produced food means limited Food Miles. Local food is often much fresher than food transported a great distance. Live animal transportation is low when animals are reared and sold locally, which is less traumatic for them: happy meat is tastier meat! HEART of ENGLAND fine foods (HEFF) operates a scheme called Savour the Flavour, which encourages shops in the region to stock local food and drink. Look out for the Savour the Flavour logo in farm shops and delis - you are guaranteed to find quality local produce where you see the sign! Click here to learn more about Savour the Flavour.HEFF also runs relish, the fabulous food club. This is a club for 'foodies' who are particularly interested in what is available within the Heart of England region. Through relish members can enjoy special offers from HEFF producers and attend special events from dinners and cookery demonstrations to brewery tours and food trails. Click here to learn more about relish, the fabulous food club.