Cherry Valley picked up the Brand Identity Award, in recognition of the Cherry Valley brand and also the company’s new Farm Fresh brand, which launched earlier this year. The Award for Innovation was presented to Cherry Valley for its unique veranda system developed to produce a higher welfare range of duck products.

Held at the London Haymarket Hotel on 14 May, the Pig and Poultry Marketing Awards are run by trade publications Pig and Poultry Marketing and Farm Business.

The Brand Identity Award, sponsored by 42 Communications, recognises brand strategies which have hit the mark in terms of overall identity and target audience communication. Cherry Valley was commended as an example of a well-targeted brand meeting customer demand, from its strong brand visuals to its innovative product solutions.

The Award for Innovation, sponsored by Pfizer Animal Health, recognises innovation in the food chain and the contribution this has made to the business. Cherry Valley's higher welfare system is an innovation which incorporates the use of verandas, giving the ducks access to natural daylight and purpose-built pools for bathing. The company firmly believes that its customers deserve the best quality produce which comes from the best possible welfare standards.

Eric Jagger, sales and marketing director at Cherry Valley, said: "Our customers are key and we pride ourselves on constantly striving to better our practices and products to meet and exceed their demands. We are delighted to be recognised for our innovative 'higher welfare' veranda system which we developed to achieve the highest standards of quality.

"I believe the Cherry Valley brand, and more recently Farm Fresh have become synonymous with good quality in the trade and we are thrilled to see this reflected in these awards."

Cherry Valley was also shortlisted for the Health and Hygiene Award.

The consumer web site from Cherry Valley, Farm Fresh Duck, mentions the following aspects about the welfare of its ducks 'to ensure that they are raised in only the best conditions and environment':

• Ducks have access to verandas from the barns in which they live so they are free to come and go as they please.
• Purpose-built pools of water housed in verandas so that our ducks can wade, preen and paddle.
• Natural daylight and fresh air whilst being protected from countryside predators and disease.
• Drinking water is kept separate in the barns along with the feed, which contains locally sourced wheat and contains no bonemeal or additives.
• Fresh straw is laid as bedding for the ducks on a daily basis and supplying it back to the farms to use as natural fertiliser.