by Claire Hu A new co-operative was launched in Cambridge last week with the aim of raising the profile of beers and brewers in the east of England. Around 50 brewers, farmers, malsters and grain merchants turned out to support the launch of East Anglian Brewers Ltd, which announced several projects designed to help small producers find new markets. Schemes being looked at include raising awareness of local beers among tourists through the production of Ale Trail literature. Brewers are keen to highlight the quality of East Anglian malt. Measures are being taken to ensure full traceability so they will be able to identify the exact field their malting barley came from, and to ensure local brewers have absolute quality control over the malting process. Co-op chairman Brendan Moore, of Iceni Brewery, said: "There is a real desire amongst brewers in this part of the world to get the public to associate East Anglia with great beer made with the best ingredients. "If you look at the number of awards won by brewers in the region, there is no doubt we are collecting more than our fair share." The co-op said it was keen to work with conservation grade farmers on their wildlife conservation programmes, enabling brewers to point to the wildlife benefits from traceable ingredient sourcing. The co-op, which is funded by the East of England Development Agency, is open to all brewers in the region eligible for the Progressive Beer Duty. About 50% have so far joined.