A Malvern company has scooped the Best Traditional Business prize in the Countryside Alliance Best Rural Retailer competition.

Owner Robert Jenkins, a Master Saddler, travels all over the country to measure horses for side-saddles, making each bespoke saddle from British leather in his Malvern workshop.

He also restores side-saddles, the oldest he has worked on dating back to 1850.

Malvern Saddle Company was established by Mr Jenkins and his wife in 1989, to also make astride saddles, bridlework, driving harnesses, leather dog leads and sheepskin lined leather bonnet straps for Morgan sports cars.

Mr Jenkins said: "I am passionate about keeping British manufacturing alive, particularly when traditional skills and values are involved.

"We are delighted to receive this award, because it shows we are doing something right."

Clare Rowson, from Countryside Alliance, said: "We really felt that if Robert Jenkins and his small team weren't here, then the traditional saddle making business in this country would be in danger of dying out.

"With imports being the norm these days, this outlet which specialises in side-saddles and makes everything from scratch is a phenomenally important traditional business, succeeding against the odds and supporting the equestrian industry in the Midlands. We are delighted to give them this honour, they richly deserve it."

Malvern Saddle Company now goes head-to-head with other regional winners from across the country for a shot at national glory, with the national winners being announced at a House of Lords reception in February.

The Best Rural Retailer Competition is a Countryside Alliance initiative designed to support and promote rural communities.