A Berinsfield shopkeeper has won national recognition for his commitment and hard work.

Each morning Denis Bromilow, 59, wakes at 3am to open his newsagent's shop, in Fane Drive, at 4.30am and serve customers on their way to work.

Mr Bromilow said: "It's a bit like the Ronnie Barker television programme Open All Hours -- but that's what a village shop has to be."

After Kraft Foods trading controller Doug McGowan visited the shop, Mr Bromilow's dedication was featured in the national trade magazine Retail Express.

Mr Bromilow, assisted in the shop by his wife Judy and eight assistants, believes village shops make a vital contribution to rural communities.

He said: "Villages need thriving businesses to stop them becoming dormitory areas. But the commitment that shopkeepers must put into their work is not wanted by everyone -- hence the dwindling numbers."

He has seen many similar businesses close, along with village pubs and rural post offices.

He took over his premises in Berinsfield eight years ago, and is happy with the location.

He said: "People who knock Berinsfield should try living here first.

"Berinsfield is no worse than many other places.

"A minority are bent on trouble. The vast majority of people here are decent, honest people wanting to do their best for their families.

"Since moving here we have made some very, very good friends and have some very lovely customers."

He strongly believes village shops should be customer-led.

"You can stock whatever you like, but if the customer does not want to pay for it then it's just taking up valuable selling space."

"We change our lines to fit in with what people want."