Growers and retailers in Lincolnshire are being asked to support a brand for the county's fruit and veg.

Select Lincolnshire and its logo already appear on boxes of loose potatoes in 41 Asda stores, thanks to grower and packer E Park, which supplies Asda's Wakefield depot.

"We recognised the increasing customer demand for locally sourced produce and are keen to support local producers," said key account manager Warren Keyes.

But since the brand was launched by the county council in July 2006 it has only attracted 23 produce suppliers. Asda is the only multiple to use it in store. Select Lincolnshire project manager Jill McCarthy said more users were needed if the brand was to take off.

"Twenty-three users are not enough to gain prominence outside the county. We're aiming at 100 so the brand can be recognised throughout the country, not just in Lincolnshire."

Jack Buck is another major grower to support Select Lincolnshire. "Our county is undervalued," said MD Robin Buck. "We have the best land, skills and attitude for vegetable production and it's time that was recognised."

However, Buck said he couldn't put the logo on retail packs until he got the go-ahead from supermarket buyers. "It's up to Select to get retailers to agree to the brand. It has been successful with the wholesale markets, but retail customers have not yet asked for it."

Tesco and Sainsbury's have been approached about using the brand. More meetings are planned, but no agreement has yet been reached.

Asda, on the other hand, is poised to put Select Lincolnshire on even more products through its work on a local sourcing hub with Lincolnshire farmer Paul Davey.

Asda potato buyer Drew Kirk said: "Local selling will streamline the food chain. It will also remove increasingly unpopular food miles and speed up the process from field to plate."