The slow food concept was founded in northern Italy

Food enthusiasts in Narberth, Pembrokeshire, are gearing up for their annual festival by supporting traditional farming and cooking methods to counter the fast food culture of modern living.

The slow food campaign was founded in 1986 in the northern Italian town of Bra with the aim of combating the trend to eat badly and in a rush, and now has 60,000 devotees worldwide.

Organisers of the annual Narberth Food Festival, now in its fifth year, say they will use the event to promote the concept in Wales.

We want to promote quality produce that grows locally Jackie Palit

Jackie Palit said: "I think people have just got fed with the multi-nationals taking over the food that we eat and I think especially children should be encouraged to eat more locally produced quality food.

"We want to promote quality produce that grows locally.

A McDonald's is one of the most popular meals on earth

"There is plenty of it in Pembrokeshire and we will have about 24 stalls during the festival."

This year the organisers of the festival are also extending culinary and cultural ties with the annual Ludlow Festival.

Organisers from both events are swapping ideas, exchanging young chefs and planning a joint recipe book featuring traditional dishes from two towns with reputations for gastronomy.

Ms Palit added: "We were approached by representatives of the Ludlow Food Festival - probably the best in England - who said they wanted to work with us to our mutual advantage.

"The idea is co-ordination - not competition. Our two festivals have a lot in common.

"Both are run by volunteers who want to promote good, wholesome food in a way that benefits their local economies."

The four-day festival starts on 25 September with a Women's Institute country market in the Queens Hall.

On Friday a two-day exhibition opens at the Queens Hall featuring local traders and producers of food and drink.

On display and available for tasting will be some of Pembrokeshire's finest meat, fish, cheese, herbs, fruit, vegetables and wine.