Tavistock is selling itself throughout the country with the launch this week of the first ever range of locally branded products on sale to visitors and residents proud of their town.

The official merchandise includes specially designed pens, fridge magnets, two ranges of mugs, jute bags and tea towels which are created by local designers and artists. The products reflect the town’s mining history, character, architecture and the current vibrant moorland town with its thriving independent businesses which draw visitors from the UK and abroad.

The towels feature a colourful and lighthearted illustrated map of Tavistock which includes canal ducks and river fish. The black shopping bags feature old-style type face in copper colour which reflects the town’s copper mining heritage and a silhouette of the townscape.

Businesses who pay an extra ley on their rates to qualify for and benefit from similar dedicated marketing and events within the Business Improvement District (BID), are already selling the merchandise and making the most of the summer tourism season. Janna Sanders, the town’s BID manager, said: ‘This is the first time Tavistock has had official merchandise and this week’s launch is very and timely at the start of the holidays.

‘This comes under the ‘Visit Tavistock’ brand which BIDS started and markets. The merchandise is modern and themed, designed to spread the Tavistock image far and wide to show how proud we are as a town. We hope the products will generate visits and income for the businesses selling them.’

Richard Rundell, Tavistock Visitor Centre manager, said: ‘These are really attractive and desirable products which people are already snapping up as soon as they appear on the shelves. I think people will see them as desirable and be happy to be seen using as they’re specific to Tavistock and say something about our past and pur present.’

The BID is non-profit-making and provides the merchandise at cost-price to local businesses. The project is funded by a grant of £14,100 from Devon County Council’s Devon Elevation Fund Community Renewal Fund.