People in Monmouthshire will spend an estimated £49.5m on food, gifts and partying this Christmas - and adventa is intent on keeping more of the money within the county.

Responsible for supporting rural development in Monmouthshire, adventa has launched a Made in Monmouthshire campaign, just in time for the seasonal spending spree.

The initiative was announced at a reception and product showcase at The Angel Hotel, Abergavenny on November 14, which was attended by local councillors, community leaders and invited art buyers.

More than 100 local artists, craftsmen and producers stand to benefit from the scheme, and organisers are overwhelmed by the support they have received from local business people, including Stuart Neale, from Court Cupboard, Llantilio Pertholey, who has helped in the planning.

adventa's Kirty Davies-Pryor said: "The idea is to encourage people to support Monmouthshire's artists, craftsmen and producers. Locally sourced and hand-made gifts are so distinctive and, as a general rule, much better quality than mass-produced items. "It's a real pleasure to visit the county's craft shops, studios, art galleries and specialist retailers for your Christmas shopping. Browsing around a lovely rural craft centre with easy parking and a cafe to relax in is a hundred times more inviting than struggling through the hordes in shopping malls and city centres, having queued for ages to park the car."

As an added incentive, adventa is offering shoppers the chance to enter a prize draw every time they purchase a locally produced item from a participating Made in Monmouthshire outlet.

Winners will receive their choice of five items selected from the best Monmouthshire has to offer - including ceramics, hand-woven rugs and iron-work.