Aylsham Show Food Heroes 2012 awards launch at Blickling Hall. Show president, George Bell and chairman of the food heroes, Jacinth Rogers. PHOTO: ANTONY KELLY

The hunt is on for the county’s top tasting champions after the seventh annual Aylsham Food Hero Awards were launched.

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Organisers of the popular contest are now on the lookout for the county’s best restaurant, producer, retailer and new business.

And this year they have introduced a new category to find an individual food hero who has made an “outstanding contribution” to the production and promotion of home grown food and drink.

Nominations for the new title are open to anyone with a passion and enthusiasm for their food-themed profession from brewers to bakers, fishermen to ‘dinner ladies’, butchers to chefs and even food writers.

The awards, which aim to raise the profile of quality local food, drink and produce, are run in conjunction with the Aylsham Show that is held every August bank holiday.

Speaking at today’s launch show president George Bell - who will be picking the winner of the food hero award - said: “I would love to have some nominations not just from characters in the catering industry but also people like a school cook who’s made real use of local produce.”

Jacinth Rogers, awards chairman, added: “It could be a cookery writer - somebody who writes in the EDP (the News’ sister paper), it could be a restaurateur, someone who makes recipes, who knows?

“I would love to get people involved who have got a real passion for what they’re doing. They could be a winner who is inspiring the next generation.”

Public nominations are now needed for the five categories of: best use of regional produce on a menu, best new food or drink venture, best food or drink retailer, best food and drink producer and the Aylsham Show Food Hero.

● Nominations must be in by Monday, April 30 and can be made via an online form by visiting www.aylshamshow.co.uk/localfood.php