A CHIPPENHAM farmer is enjoying more trade than ever because he says people want to know the origin of their food.

Takings at Allington Farm Shop had suffered because of fierce competition from supermarket giants Safeway and Sainsbury's, but now the business is bouncing back.

Last week, Owner Paul Reynolds tried to attract extra custom while Sainsbury's supermarket was closed and hopes to build on his success over the coming months.

He said: "People want to know the origin of their food. In the past, supermarkets have got away with re-packaging food and claiming it was British when it wasn't.

"A lot of my produce is from my farm or from the local area. It is all fresh and of a good quality. I also offer a personal service and people can have confidence in what they are eating."

Customers can find everything they want at the farm shop, including fresh meat, vegetables, dairy produce, homemade jams and pickles. There is also an extensive range of leisurewear.

But Mr Reynolds' plans to expand the store were shelved when North Wiltshire District Council turned his application down.

Although the shop is not as big as nearby supermarkets, customers are pleased with the selection at the farm shop.

Barbara Mercer of Monkton Park, Chippenham, said: "I have been coming in for the last seven or eight years. I think you get fresh food here at a fair price and I enjoy the friendly customer service."