There's no doubt about it. Champions win is worth its weight in gold

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The success has also rubbed off on all his sausages with the shop's 12 other varieties enjoying significantly increased sales since scooping the Journal's 'Champion of Champions' title on Independents' Day at the NEC in Birmingham.

Craig, a butcher in the Netherton-based farm shop, said: "Two weeks on and it's still a good feeling. Sales have definitely been up and we have been really busy - there's been a noticeable increase in sales."

And just a week after its Independents' Day success, Hinchliffe's Farm Shop had more competition success, winning the Rippendon Pork Pie Appreciation Society Award. Since gaining the two new awards - the shop has been entering competitions for the past five years - Hinchliffe's has attracted a lot of attention from the local media. Craig said that, after winning at Independents' Day, the shop was featured on television twice and given air time on three different local radio stations. The shop's success in the pork pie competition has also helped generate press coverage.

He said the shop would continue to enter competitions and added that he thought they were a good idea for butchers to get involved in. "When butchers enter these competitions, they need to make sure they are going there to win. They need to be selling the same quality products in their shops as they enter into the competition."

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