Edward Naylor revived his Barnsley-based family drainage pipe business after seeking help from Designing Demand, a business development programme from the Design Council.

After more than a century of making clay drainage pipes Naylor Industries had diversified into plant pots. However, it had been struggling because of competition from poor quality cheap imported pots. Designing Demand helped him rethink the business, set up product development processes and build the Yorkshire Flowerpots brand.

Mr Naylor said: "Designing Demand gave us the competitive edge we needed. It made me understand design is fundamental, creating brands, products and an environment for businesses to move forward, not just sit back and wait to be attacked by cheaper competition."

Designing Demand has so far helped more than 160 Yorkshire businesses, with another 670 expected to participate from January 2009.

In two years Yorkshire Flowerpots sales have more than doubled and nearly 70 per cent of its total sales come from products they didn't make five years ago. Earlier this year, the company won the best SME at the Manufacturing Excellence Awards.

Design Council chief executive David Kester said: "In the current economic climate it is even more important to invest in design and innovation, and Naylor Industries is proof that design really can boost competitiveness by helping companies develop truly innovative products rather than having to compete on price alone.

"Designing Demand has already helped more than 1,500 businesses discover the power of design. The programme proves again and again that we have a tremendous wellspring of creative talent."