Fresh, local produce is abundant in Pembrokeshire – and Ffres is keen to spread the word.

The online food and tourism campaign, which promotes local produce across south west Wales, has recruited some of the county’s top chefs, hotel owners and food producers to help boost business in 2012.

Five of the county’s leading chefs, tourism experts and award-winning food businesses have joined Ffres as ambassadors. They will support the ongoing campaign to encourage businesses and consumers to ‘choose and use’ Welsh produce. Ffres, which operates across Pembrokeshire, Carmarthenshire and Swansea Bay, has recruited Pembrokeshire County Council’s Kate Morgan, as well as St Brides Spa Hotel chefs Andrew Evans and Toby Goodwin.

Duncan Barham, head chef at The Grove, in Narberth, has also joined the team, along with Cefn Y Dre B owners Geoff Stickler and Gaye Williams, and Wolfcastle Hotel’s Owen Hart.

Ffres project manager Lowri Edwards said: “We are delighted to welcome such a highly respected group of experts to the Ffres community.

“Interest in and support for local food is growing stronger every year - our new team of ambassadors will be able to spread the word even further and faster to ensure that everybody in Britain knows that south west Wales is a ‘must visit’ destination with an outstanding food tourism product.”

The ambassadors will attend key events, drive discussions, disseminate the latest news and offer expert opinion to help other food tourism businesses succeed in 2012.