Put simply, our aim is to put the increasingly popular concept of the Farmers' Market on the Internet.

This will allow independent, small-scale producers to sell direct to the lovers of good food, and the public to buy tasty, wholesome food from sources they can trust.

We believe the timing is right for this initiative. The Government wants farmers to diversify. Farmers and producers want to find ways to make added value sales. Consumers are profoundly suspicious of mass production food. Sales of organic and traditionally produced foodstuffs are booming.

Our approach is born out of the rural community. Our management team brings together a producer who has played a significant part in the resurgence of Farmers' Markets in the West Country, an established Internet specialist, an experienced marketing communications consultant, and a former banker.

We share a love of the countryside and a strong belief that the Internet provides a real opportunity for small farmers to compete head to head with the big food retailers and, in doing so, provide consumers with the choice they deserve.

tasteofengland.co.uk uses arguably the most traditional of retail techniques - the local market - through the most modern of distribution channels - the Internet. We hope you will enjoy using our website.

Well, what can we say about our directors!

What we have in common is an enjoyment of good food and drink, life in the country and creating a new business venture.

We also share a belief, and the success of Farmers Markets has proved it, that there are lots and lots of people who are yearning for an alternative to the mass-produced world of the supermarket. But this alternative has got to be convenient, simple and enjoyable. That's why we are creating tasteofengland.co.uk.

Making sure we keep in touch with the needs of the producer is Tracy Frankpitt, who married in to a long-established Devon farming family a few years back. Now she juggles her time between bringing up her young daughter Georgina, keeping an eye on the barn conversion that will one day be home, doing some freelance software programming and helping her husband, Marcus. Oh and shes also just produced a brother for Georgina, a baby boy (Edward Gerald Alfred) He weighed in at 7lbs 2ozs on December 19th 00 was 20" tall and has lots of dark hair like Georgina with the same dark complexion. Mother and baby very well.

That leaves the blokes.

Roger Mudditt, after watching one too many episodes of the Good Life and reading John Seymour's book on self-sufficiency a hundred times, moved his young family from Surrey to a derelict farm on the edge of the Blackdowns in 1984. After experiencing the challenges of self sufficiency and animal husbandry, then developing a business marketing hand-made products from a remote, rural location, he moved into a marketing role for a national company in the very early days of the Internets development. He decided to focus on his idea for a speciality business using the Internet to deliver real marketing power to small or remote artesan firms that are as passionate as he is about great tasting quality food and drink - tasteofengland.co.uk.

Peter Wood followed his parents, who followed their employers, to the West Country a few years ago. His migration was driven primarily in an effort to escape the daily grind of the train journey into London where he worked for Andersen Consulting as a senior programmer. With wide experience of databases driving the records of major insurance companies, Peter is now responsible for the design and development of our on-line shopping system as well as all technical aspects of the website.