We firmly believe that the pastureland on the Fylde is some of the best in the world. We're also confident that Fylde farmers are some of the most experienced, caring and talented farmers in Britain. The vast majority of our milk suppliers are third and fourth generation Fylde farmers and fiercely proud of it.

They're also proud to farm where they do and know that the Fylde climate, together with good husbandry, is conducive to producing the best milk around. Their attitude towards their farms, their livelihoods, is that with the proper care and attention to their land and livestock their farms will provide livelihoods for the next four or five generations and beyond. We think they're absolutely right and it's important that we treat their produce with the same care and respect that they've shown to their animals and fields. We will happily admit that without our producers we wouldn't be where we are today.

Naturally we want to offer products that taste great, but great taste is only the beginning. There are three fundamental criteria that all products need to fulfil before we'll add them to our range.

Traceability
For us, traceability and regionality have been, and still are, two of the keys to our success. If we haven't met the farmer, his wife, and their family and seen their cows, pastures and milking facilities then we won't buy their milk. The same goes for our cheese, butter and yogurt.

Quality
Is your product the best that it can possibly be? All our suppliers work tirelessly improving their techniques, processes and recipes to make their produce of the highest possible quality. We do the same - we're never entirely happy until we're pretty sure we can't improve further. And even then we don't assume that everything's perfect. Quality shouold not be a static goal but an ideal to be worked towards at every opportunity.

Consistency
Too often consistency is an ugly word. Whatever your opinions about the food at a McDonald's restaurant or a Pizza Express restaurant you can always be sure that wherever you are in the United Kingdom, or indeed the world, the food will be exactly the same as you remember from your last visit. Both companies are aware of the value of consistency of food, service and price and it's a lesson that too many companies have failed to learn. If a product can't be relied on to be just as good as the last time we won't stock it.