Lewis Moody insists this season's LV= Cup has already discovered international stars of tomorrow as he prepares to watch Harlequins and Bath, plus Sale and Saracens go head-to-head in this weekend's semi-finals.
A host of youngsters have been nominated for the LV= Breakthrough Player award - won last year by Gloucester wing Jonny May - and Moody believes many are now knocking on the door for permanent Premiership or RaboDirect PRO12 inclusion.
Bath fly-half Tom Heathcote, who has already been capped by Andy Robinson for Scotland, has particularly caught Moody's eye, while the performances of London Irish wing Marland Yarde and young Harlequin Luke Wallace have also not gone unnoticed by the former Leicester and Bath flanker.
Heathcote has now leapfrogged World Cup winner Stephen Donald as the premier No.10 at Bath in Moody's eyes and he predicts it won't be long until others - Yarde and Wallace in particular will be automatic picks for their club sides.
Others nominated for the award are Exeter's Jack Nowell, Ospreys Morgan Allen and Sam Lewis, Saracen Ben Spencer, Sale Shark Tommy Taylor, Harlequin Joe Trayfoot and Northampton Saint Jamie Elliott.
And Moody is convinced club bosses across the land will only benefit from the exposure their youngsters are getting in a senior competition.
"Tom Heathcote is a good example of how this competition can help develop a youngster," said Moody. "He has had a very interesting 18 months, he won his first cap for Scotland under Andy Robinson, he's now pushing Stephen Donald at Bath - in fact his performances probably dictate he has now overtaken him.
"I think Tom Heathcote is 100 per cent capable of being the number one fly-half at Bath now going forward.
"He's only 21, he has had his fair share of injuries but he has fought back. He is a diminutive guy but he trains hard, plays well and he's taking his chance in the absence of Stephen to injury.
"He's so consistent and the great thing about Tom is a fly-half main job is kicking goals and up until the weekend he had 22 consecutive kicks.
"Yarde and Wallace have also really jumped out at me, they've taken their chances and they're now either first team starters or certainly putting pressure on the senior guys in front of them.
"Jonny May is an example of a player now turning out regularly in the Aviva Premiership and scoring tries that has made a name for him in this competition.
"The LV= Cup allows clubs to try out their youngsters, give them an opportunity and allows teams to see what they're like under pressure in a big-match situation.
"The award allows the young guys to be recognised for their performances in the competition and to gain some exposure, which only can help them at their club and in their careers.
"I think the fact that the clubs and the fans have games to watch while the Six Nations is on, see their young stars come through is only a good thing."
Harlequins boss Conor O'Shea has already stated he will stick with a youthful side for his side's LV= Cup semi-final with Bath at the weekend, which is a similar stance taken by last year's winners Leicester.
And Moody thinks the policy is spot on and applauded the bold stance taken by O'Shea.
"I love the fact these youngsters nominated for the LV= Cup Breakthrough award are pushing the senior guys for their places in the Aviva Premiership and also in Europe," added Moody.
"They're setting the standards and if clubs do have international players away, there's no guarantee they'll walk straight back in.
"At Leicester if you were away on international duty and a youngster did very well in your absence, we were made fully aware you wouldn't walk straight back into the side and I think it's great that Conor O'Shea is adopting a similar policy this season.
"It allows clubs to try out players that coaches know are good but they're simply not getting the starts because there are international names ahead of them.
"It gives them the opportunity to play, put their hands up and say I want this shirt going forward - I'm now ready.
"I think it's a great competition and I completely disagree with those who think we shouldn't be playing club rugby during the Six Nations.
"It's not even just beneficial for the younger guys, it also allows older squad members who are out of favour to stake their claim, get some game-time and get amongst the headlines.
"It also means towards the end of the season when there's injuries, squads are more competitive and everybody has had some game-time."
To vote for your LV=Breakthrough Player and for LV=Cup tickets and info go to www.LV.com/rugby