Fields of Anlaby was named Midlands and East of England Butcher's Shop of the Year at a ceremony at London's Sheraton Park Lane Hotel. Judges said the shop was "traditional, but with a modern twist".

The premises has been a butcher's shop since 1953, with Brian Fields owning it since 1994.

Mr Fields, who now employs 12 staff including two bakers, said: "To us it's like getting a Michelin star. I am delighted because we were up against the best of the best. Without the workforce it wouldn't be possible – it's a team effort."

One way of staying a cut above the rest has been successfully targeting a younger generation, not all of whom feel confident about cooking meat.

While some customers opt for Mr Fields's wide range of traditional products including game from small independent suppliers others who are looking for something quick, tasty and uncomplicated can opt for one of his 40 "value-added" products such as "Meat the Granny" pork tenderloins – stuffed with Granny Smith apples and apricots, sprinkled with sage and wrapped in bacon.

His objective now is to take the Best In Britain prize – and continue keeping one step ahead of the supermarkets.

Mr Fields, who now opens on Sundays, said: "As more and more of your little shops struggle as they don't move with the times and shut down, people are having to hunt further afield for good butchers.

"We are not going to let the supermarkets beat us.

"We are very confident about that."

The Butcher's Shop of the Year awards are run by the Meat Trades Journal.