OPENING a deli in a whirlwind two weeks and in the midst of a recession had all the makings of a major disaster.

The word ‘mad’ was whispered on Highworth High Street when Sue Belcher launched Bloomfields back in May 2009. But over the past six years, her temerity and boundless optimism have been rewarded tenfold, with a string of industry awards and most recently the runner-up title and a special commendation in the UK Farm Shop & Deli Awards 2015’s Delicatessen of the Year category.

The victory proved even sweeter when Sue discovered she had fought off competition from the likes of TV chef Rick Stein. Needless to say the sceptics were forced to swallow their words.

When Sue, a professional caterer, spotted an empty shop in her village of Shrivenham in November 2006, she took a leap of faith and realised a life-long dream by setting up her own delicatessen.

As a third generation shop owner, she craved the chatter and contact with customers she had always enjoyed lending a hand at her parents’ newsagent in Gloucester.

Soon the small store grew so popular that she mulled securing a second shop in the vicinity of Swindon.

“I wanted to bring back the old-fashioned shopping experience to the High Street with product knowledge, which you don’t find in supermarkets,” she said. “I enjoy the instant feedback from customers. You provide a service and you get that instant gratification.

“It started small in Shrivenham. When we opened the first day, I took £30. I remember thinking ‘Hopefully tomorrow more people will come in’. The business grew and I felt I couldn’t do everything I wanted in that shop. ”

Driving into Highworth one day, she spotted a vacant store. The country had just been gripped by a credit crunch but she did not dwell on the negatives. That day, she cheerfully announced to her husband Tim that she was opening a second branch.

“You have to take the plunge in business. I didn’t have time to think and stop or have any doubts.”

From day one, Sue has stocked unique, ethically-sourced fare produced in Wiltshire, Gloucestershire and Oxfordshire, not available in supermarkets. The deli serves and stocks food and drink from more than 30 local producers including Stainswick Farm, Wroughton’s Berkeley Farm and Westmill Farm.

By November 2009, Bloomfields had been singled out as a local gem and was named Swindon New Business of the Year by the Swindon Strategic Economic Partnership. The stream of titles and nominations has been steady ever since.

Bloomfields was a finalist in the Wiltshire Business 2011 Awards and came second in the Business of the Year category of the Wiltshire Life Magazine 2011 Awards.

In June 2012, the delicatessen was awarded South West regional winner in the Olives Et Al Deli of the Year 2012 competition and scooped third place nationally at the Great Taste Awards in London.

That year Sue opened a deli cafe in Watchfield.

Bloomfields also received the Business of the Year 2014 trophy at the Fairford & Lechlade Business Awards.

“Winning Swindon New Business of the Year was a real shock and a real boost. We didn’t even know we had been nominated. We had a call asking for some background information about us and we were invited along to the awards and won. It was exciting to get recognition for everybody’s hard work.”

MARION SAUVEBOIS