"Brave and brilliant" was how our panel described this year's Best New Business winner. With a clear commitment to supporting and championing the very best of the region and providing a fantastic experience for the customer throughout, this business is the culmination of 10 years hard graft.

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The Yorkshire Deli. based in Whitby, was founded by Janet and daughter Sorrel, joined soon after by son Ben, after over a decade of selling baked goods at food festivals, markets and events throughout the region. Their shop now showcases the best food and drink from over 50 Yorkshire suppliers.

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As one judge noted, the only thing in here from outside Yorkshire would be some of the customers! Such an unexpected gem that puts Yorkshire produce and products front and centre"