New 'veranda-style' housing for Lincolnshire's Cherry Valley's ducks is intended to make them happier and healthier than most other ducks, according to This is Business. The company's unique system – designed to provide feathered residents with the best possible standards of living – is now used throughout Lincolnshire and Yorkshire to rear its premium-grade Farm Fresh ducks.

Seen as a significant advance in duck welfare, it gives them a separate area to preen and bathe. "To all intents and purposes it is like a conservatory on the side of the standard barn which meets freedom food requirements," said marketing manager, Rachael Bennett.

It has also led to Cherry Valley Farms Ltd becoming a finalist in the Lincolnshire Media Business Awards (presented in association with Lincolnshire Chamber of Commerce) in the Lincolnshire County Council-sponsored Business Innovation Award.

"We are the largest duck manufacturer in the UK and our customer base runs to 80 countries.

"We have always had a very positive attitude to innovation, which is key to our business achieving sustainable and profitable growth.

"As duck production is a very small part of the poultry industry, we receive little government help and have to invest in people and money for research and development trials.

"We are currently involved with Cambridge University in water allocation trials and have invested half a million pounds in developing remote feeding stations."

The company is also a major duck product supplier to Marks & Spencer and works with the retailing giant to meet its very exacting animal welfare standards.

"Locally reared Farm Fresh ducks have access to the natural light, ventilation and open water found in free-range systems, and are protected from predators and disease," Ms Bennett told This is Business.