For more than 20 years Jane and Andrew Bowler, from Dews Meadow Farm, East Hanney, have been producing pork and additive-free pork products, which they sell in their shop and at farmers’ markets throughout Oxfordshire. Over the years they have worked tirelessly to ensure that their pork is reared humanely and to the highest standards, and that the products they make from it follow tried and tested methods and classic recipes. Their bacon does not weep white residue in the pan while it fries and their home-cured ham is both juicy and succulent.

As a consequence, business is good, as there is always a market for quality products such as theirs. However, Jane is the first to admit these are difficult times. The credit crunch and competition from supermarkets means they can’t sit back and assume that the customers will automatically flock to their shop.

Jane says that small producers have to keep a watchful eye on what the supermarkets are doing and, where possible, keep up with them.

When some of their regular customers expressed an interest in having their purchases delivered, they realised they ought to do something to make this possible.

“We didn’t want to lose customers who found it difficult to get to the shop and who may turn to a supermarket delivery service if we couldn’t help them. But first we had to get a suitable vehicle.”

The couple have a large vehicle which they use to get products and equipment to the many farmers’ markets they attend, but to undertake a delivery service, they needed a small van fitted out with refrigeration that they could use as a run-around.

Jane said she felt it would also be good to have their own logo on the van, too, so that it would act as a mobile advertisement for their shop.

Her idea was to develop the figure of the little girl designed for her by graphic artist Phillippa Kendall when Dews Meadow Farm attended the Children’s Food Festival last year, and use her as their logo.

“If we bought a new van, I wanted it to be bright and cheerful — something that people noticed and something that made them smile”

Well, their colourful new van, certainly does that. The smiling little girl with green eyes painted on their white delivery van definitely attracts attention.

But how did Jane and Andrew fund this new van when others are tightening their belts and cutting down on extra expenses?

She explained that they applied to Defra for help, which is available from the LEADER programme, which supports rural businesses and communities.

Kate Forrest, from South Oxfordshire District Council, who works on the LEADER programme, explained that funding is delivered at a local level to allow farmers and rural businesses to grow and prosper. The funding secured by South Oxfordshire until 2013 is £1.89m, which comes from Government and the EU. It has already helped fund the Children’s Food Festival, the Oxford Bread group, and Brightwell-cum-Sotwell’s community shop.

Kate said: “The LEADER programme is overseen by the Local Action Group which includes local rural business owners and farmers, meaning the local community determines how the programme is delivered and how the funding is spent.”

Obviously, Jane and Andrew had to convince the action group that their business would benefit if they could provide their customers with a delivery service and also come up with 40 per cent of the costs themselves.

She said: “Despite the various cutbacks, the money is there to help businesses such as ours, which is something that others struggling to improve their business may not realise.”

Because the fuel consumption of her new van is far lower than the large van that carries all their equipment, Jane says it has already paid for itself.

“We don’t charge for delivery, which we do on a weekly basis at the moment. We don’t even insist on a minimum order, but our customers usually find we offer a great many products that they would have purchased at the supermarket.

“When we started up more than 20 years ago, there was no funding like this available. Having help to buy the van has made such a difference.

“I’d like to think LEADER funding can help others too, which is why I encourage colleagues to investigate the possibilities open to them.”

To learn more about the LEADER programme go to www.southernoxfordshireleader.org.uk and to find out more about Dews Meadow Farm