Last year's winner:Simon Oddie, operations manager, Waterfields

"Winning the Craft Bakery Award last year confirmed what we're about. The craft of baking is our focus - we have a wide range of products and devote a lot of time to staff, skills and training. We used the awards - John Waterfield was also named Baker of the Year - as a marketing tool. We put the awards logo on our letterheads, promoted the win on the website and put up posters and information in the shops. Since winning, we've done a lot more wholesale business in the north west. The award adds credibility to your company and can have a real impact on sales. It's like a seal of approval."