Royal Bath and West show: Shoppers 'need food origin reminder'

The four-day event starts on Wednesday

The head of the Royal Bath and West Show has said this year's event needs to bring consumers and producers closer together.

Rupert Cox said there had been two decades in which supermarkets had provided what consumers assumed was "cheap and cost-effective food".

He said in reality consumers had forgotten where their food came from.

Mr Cox took over as chief executive this year, marking the show's 50th anniversary in Shepton Mallet.

The event attracts about 150,000 people over four days at the 240-acre showground.

"We're raising the profile of food and drink and local producers so people can see the process from field to fork," Mr Cox said.

"That is part of our core charitable objective... to promote agriculture and education, and I think we can do that in one hit here."