SUCCESS at the Chelsea Flower Show was sweet for a specialist flower grower from near Uttoxeter.
Derek Heathcote, who runs Eagle Sweet Peas, in Stowe-by-Chartley, took home a prestigious Silver Gilt from the world-renowned event over the weekend.
But, despite valuable media coverage, Mr Heathcote went home disappointed as he secured Gold Gilts in three previous shows.
He said: "The quality of our displays was just as good as it has been in previous years so I don’t understand it. I guess it’s all in the eyes of the judges.
"But I’m not too downhearted as it was a fantastic show and it was an opportunity to let our business grow which we certainly grasped."
Although Mr Heatcote, who lives with wife Jenny, did see gardening legend Alan Titchmarsh at the show, he was interviewed by Carol Klien for Gardener’s World.
Eagle Sweet Peas also featured on BBC Interactive’s "red button" service, meaning viewers could see his stall throughout the weekend.
He said: "The media coverage is something which can be very important to our business, particularly as a lot of our competitors in the international market have recently retired from the show circuit."
Mr Heathcote showcased three new baskets for the judges, including Geoff Hughes, named after the actor playing Onslo in BBC sitcom Keeping up Appearances.
Leominster Boy and Kiera Madeline, named after Mr Heathcote’s niece, were also on show.
Mr Heathcote says the Broadmoor Lane business, which exports to countries including China, Canada and Australia, has ’coasted’ through the recession as Brits opt to stay home for summer.
The 61-year-old said: "We really haven’t struggled at all because people are choosing not to travel abroad and are staying at home.
"As a consequence of that people are doing more and more gardening and our sales have been fine.
"The recession will probably catch up with us when people start getting more money and going on holiday again."