Nigel Harris, managing director of Bicester-based fruit and vegetable wholesaler Fresh Direct, has picked up a grand total of five Oxfordshire business awards in the past four years.

So convinced is he of the benefits of winning that he has now agreed to join the sponsors in backing the prestigious competition.

Mr Harris said: "We enjoy entering awards because it makes us evaluate our progress and recognition of the company is important."

The awards are kept in the reception area of the Fresh Direct headquarters and he uses them in company presentations.

"They are testament to the company's success and can convince customers we are doing well," he added.

In the past four years, turnover at Fresh Direct has grown from £22m to £100m.

And as an an awards veteran, Mr Harris has noticed how the grand final ceremony has grown bigger and better each year - but now, as sponsor of the awards dinner, he is looking to make 2008 the best ever event.

He said: "I would recommend anyone to enter - for all your customers and staff to be involved with an award-winning business is invaluable."