WEST Dorset cheesemaker George Streatfeild is the star of a new promotional campaign for Waitrose.

A picture of him, along with some of Denhay Farm's dairy cows, will help advertise West Country Farmhouse Cheddar, his award-winning, handmade cheese.

Waitrose say Mr Streatfeild was chosen to front the campaign because Denhay Farm, of Broadoak, produces outstanding cheddar, which is reflected in all the awards it has won.

And its traditional cheesemaking methods and commitment to excellence have led to a relationship with Waitrose which goes back 20 years.

Denhay Farm's herd of Freisian/Holstein cows produce 400 tonnes of West Country Farmhouse Cheddar for Waitrose every year.

Chosen for their high milk yield and kind temperament, the cows are cared for in conditions which ensure the highest standards of welfare.

In summer they graze on rich pasture and in winter, they are housed in accommodation of a high standard. In fact, during the winter, every cow has a mattress to lie down on for extra comfort.

Said Mr Streatfeild: "The excellent quality of our cheese is due to the high quality grass and crops we feed the cows, the commitment and skill of the team and especially our cheesemaker, Bill Parsons, whose photo is on the front of each packet of pre-packed cheese. The result is consistent freshness, quality and great taste. The cheese just keeps on winning awards and I have high hopes for it in the British Cheese Awards in September."

He added: "On a more personal level, it is extremely satisfying to visit a Waitrose shop and be able to buy a piece of cheese that the Denhay team has produced. All the people working at Denhay Farm have had an input into that piece of cheese, from the tractor drivers who grow and harvest the crops, the dairymen who tend the cows and the cheesemakers."

Waitrose head of meat, poultry, fish and dairy, Richard Sadler, said: "We have a long-term commitment to supporting British farmers like Mr Streatfeild. Like many of our farmhouse cheesemakers, Mr Streatfeild is one of our suppliers with an amazing passion and enthusiasm for what he does, who has set himself very high standards. I wish him luck for his entry in this year's British Cheese Awards, in September."

Waitrosetasting notes describe the cheese as having "a nutty and rich taste with a lasting savoury tang."

It has won a gold at the West Country Food Awards 2002; the first in rose bowl and export trophies at the Royal Bath and West 2002; a first at the Cheshire Show; a silver in the British Cheese Awards 2001, and a silver in the class for products with protected designation of origin at the World Cheese Awards 2001.