Western Morning News editor Barrie Williams is now Prince Charles' official Business in the Community Ambassador for the South West of England.

The accolade was given by the Prince of Wales in recognition of the paper's work for countryside communities.

It was presented by the Lord Lieutenant of Bristol, at a business banquet in Bristol.

Presenting the award, the Lord Lieutenant paid tribute to the way in which, under Barrie's editorship, the newspaper had "become widely regarded as a champion of the countryside".

The Lord Lieutenant referred to a number of high-profile campaigns on rural issues, including "the highly successful Buy Local campaign, which promotes the importance and impact of local sourcing from rural communities".

Prince Charles, president of Business in the Community, said: "I have been so impressed by the power of the Western Morning News in showcasing examples and persuading restaurants, hotels and visitors to value local produce and demonstrate to retailers the consumer demand."

The award is given "for an individual whose leadership and personal action in responsible business practice has resulted in significant impact on society".

Barrie, along with seven other chosen ambassadors from other regions of the United Kingdom, has already been thanked personally by the Prince at his Gloucestershire home, Highgrove.

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