Judging is under way for a prestigious new awards scheme designed to showcase the very best in food and drink produce from across the Midlands.

The inaugural Heart of England fine foods (HEFF) Diamond Awards have attracted nearly 250 entries from innovative producers in Staffordshire, Birmingham and the Black Country, Warwickshire, Worcestershire, Herefordshire and Shropshire.

This week around 30 judges gathered at the Moat House Hotel in Acton Trussell, near Stafford, to put entries to the test.

Entries are being assessed on appearance, flavour, texture and packaging.

However, the winners will not be unveiled until HEFF’s glittering 10th anniversary ‘Dinner of the Decade’ on May 17 at the Ricoh Arena, Coventry.

Nine main categories are up for grabs – drinks, meat, poultry and game, prepared, bakery, confectionery, dairy, condiments and preserves, and desserts. There are also four special Diamond Awards entitled Grow, Innovate, Taste and Excel.

Judges taking part in the celebrated Diamond Awards include Andreas Antona, founder of the Michelin-starred Simpsons restaurant in Birmingham, and senior representatives from Asda, Tesco, Radisson SAS Birmingham, and the British Culinary Foundation. Julian Hunt, director of communications at the Food and Drink Federation, was also one of the judges.

He said: “The HEFF Diamond Awards will for the first time give independent regional and national recognition to the very best food and drink producers in the Midlands.

“The calibre of both sponsors and judges attracted by HEFF is a clear indication of the prestige of this awards scheme.”

After sampling the produce on offer, he added: “This is already proving an extremely tough but very enjoyable task as we shortlist those producers whose products are enjoyed throughout the region and beyond.”