Cracking idea

Wensleydale Creamery's decision to launch its new cheese, Jervaulx Blue, as Britain emerges from the teeth of recession, is good for the region.

It re-enforces Yorkshire's reputation as the best place to make, buy and eat cheese and celebrates more than 800 years of Christian history at the nearby Jervaulx Abbey.

The launch is about more than just taste and tradition, however. The creamery is growing and the planned expansion of its visitor centre will create more jobs and bring in more tourists.

The creamery is awaiting the outcome from Brussels of its application, supported by the Yorkshire Post, for its Wensleydale cheese to win Protected Designation of Origin status and its willingness to fight to protect its local authenticity should be a lesson to all the region's rural businesses. Innovation will be rewarded.