A general manager has been appointed to set up and run a new venture called Pembrokeshire Produce Direct, which will be launched in Spring 2009.

James Ross, of Haverfordwest, will oversee all aspects of the scheme which will enable people to order a wide range of local food and drink on the internet, and have it delivered directly to their door.

More than 30 producers from Pembrokeshire and the borders of Carmarthenshire and Ceredigion will be coming together to sell their products at http://www.pembrokeshireproducedirect.co.uk">www.pembrokeshireproducedirect.co.uk

Fresh meat, fish, vegetables, eggs, milk, and more will be available together with locally-made products like breads, cakes, cheese, quiches, pies, and preserves.

James has worked in the food and drinks industry for 20 years, having been general manager of Booker Cash and Carry in Haverfordwest for the last five years. Previously he was general manager of Booker in Aberystwyth and national account manager with Porter Lancastrian.

James has had a lifelong passion for good food which is shared by his whole family - wife Helen and children Henry, Oliver and Marcie - and is very enthusiastic about his new role.

"This is a great opportunity for the people of Pembrokeshire to support their community and have excellent local produce delivered direct to their doors," he said.

"We have wonderful products in Pembrokeshire and everyone will now be able to enjoy them every day."

Geraint Bowen, chairman of the directors of Pembrokeshire Produce Direct, added: "I would like to welcome James on board to take this new and exciting venture forward. He has all the experience and drive to make this project a huge success."

A not-for-profit co-operative, Pembrokeshire Produce Direct aims to make local produce more accessible to everyone in the community. Its directors are Geraint Bowen, of Bethesda Meat, Tim Bodfish, of West Atherton, Narberth, Rob Gibby, of Llaeth Bethesda Milk, Andy Cook, of Rhos Hill Herbs and Garden Plants, and Glyn Thomas, retired director of Abertrinant Eggs.

The venture was developed with the assistance of Pembrokeshire County Council, the Welsh Assembly Government, the Landsker Business Centre, and the Wales Co-operative Centre.

The project has received funding through the Rural Development Plan for Wales 2007-2013 which is funded by the Welsh Assembly Government and the European Union.

If you'd like to register your interest in Pembrokeshire Produce Direct, either as a customer or as a supplier, please phone 01437 563124.