It took just two weeks at the height of the recession for Sue Belcher to open a deli, as she tells MARION SAUVEBOIS

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 certainly whispered on Highworth High Street when Sue Belcher launched Bloomfields back in May 2009.

Over the past six years, her temerity and boundless optimism have been rewarded in spades, with a string of industry awards and most recently the runner-up title and a special commendation in the prestigious 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 when lending a hand at her parents’ newsagent in Gloucester.

Soon the small store grew so popular that she considered securing a second shop near 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 says.

“I really 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 the credit crunch but she did not dwell on the negatives. She had found a perfect location by all accounts and was sold. That day, she cheerfully announced to her husband Tim that she was opening a second branch.

The lease was swiftly signed and after two lightning weeks of renovations, fitting, stocking, ordering, not to mention hiring, Bloomfields arrived on Highworth High Street.

“It was quite impulsive,” she admits. “I just happened to pull up outside and see it empty. I thought, ‘what a great location for a deli’ and there was a real need or it in Highworth.

“But it was during a recession and that was a gamble at the time. We had positive feedback and anticipation but some people said, ‘you must be mad; it will never work.’ “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 been actively seeking out and stocking 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. It also sells Wrde cider and apple juice made in Highworth by the local community, Much of its deli counter offerings are homemade daily, such as its now famous scotch eggs, sausage plaits, quiches, cakes and pastries.

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.”

Beating industry names to the top at the UK Farm Shop & Deli Awards 2015 was the culmination of years of diligent work.

“We were competing against 500 other shops. We even beat Rick Stein’s deli in Padstow. They shortlisted 40 and I just happened to log on their website the day they announced it. I saw our name and thought, ‘is this an old award or have we won again?’ “Awards are lovely but you can have a wall full of awards and you’re only as good as your business is on that particular day. We don’t want to rest on our laurels. Awards are a lift but the most important thing is customers’ feedback and satisfaction.”

This latest accolade coincides with an ambitious new incarnation for Bloomfields. The Highworth shop will soon expand to be transformed into a deli cafe. The spacious store and coffee shop will be unveiled in summer.

“We’ve had a few months to think about the design and it’s taken more time than we would have liked but we should have a whole new place ready by summer.

“We’re confident it’s going to be worth the wait. It’s going to be hard work but owning a business is a lifestyle; it’s a non-stop project. I live and breathe it. It’s infectious.”

Bloomfields provides catering for community events, private parties and businesses. It also sells bespoke hampers. For details go tobloomfieldsfinefood.co.uk or call 01793 766399. The shops are at 8, High Street, Highworth; 52a High Street, Shrivenham; Shrivenham 100 Business Park, Majors Road, Watchfield.