The Scarborough-based Proudfoot Group narrowly beat off competition from highly commended James Graven & Son to scoop this coveted award.

Both earned plaudits from the judges for their bravery in "investing in the future at a very tough time". Proudfoot edged it, however. Described as a "genuine retailer with great innovations who for years has been investing highly and sustainably", it won the admiration of the judges by tailoring its offer to suit the varying demographic mix at its four stores.

Owners Ian and Mark Proudfoot had described the trading conditions in 2010 as the some of the toughest in its 65-year history which is saying something, given some of the high-profile battles it has had with its multiple rivals over the years.

But thanks to its demographically based mix, it recorded strong growth in all sites and an overall sales uplift of 5.8% over the year. It is also continuing to invest, and will spend more than £1m this year revamping its Newby store.

While dealing with the tough economic conditions, Proudfoot also never lost sight of its sustainability commitments and continued to make strong progress in reducing its carbon emissions. Its flagship Seamer store was described as 'world-class' by the judges, with Proudfoots managing to reduce emissions by 33% last year.