But Richard Longthorp is only too aware of how difficult it can be to get producers to engage enthusiastically with the process.

He said it was particularly difficult at present when issues such as foot and mouth disease and rocketing feed costs were at the top of the agenda.

Richard farms 1,800 acres at Howden in East Yorks with another 3,000 acres which are contract farmed.

He has 1,300 outdoor sows at Retford, Nottinghamshire, and all the progeny is taken to bacon weight. The pigs are all produced under the high welfare Freedom Foods scheme.

Richard, 54, said: "I have very mixed feelings about awards - they're fine as long as they are being presented to somebody else! There are many others at least as deserving if not more so.

"I would like to take this opportunity to blow the trumpet for training. At the moment there are more pressing needs, such as feed costs and foot and mouth.

"Training is still vital but with the industry in crisis, engaging with people can be difficult.

"I hate preaching to people because that is an instant turn off. What I want BPEX/NPA to do is provide the framework and give people in the industry the opportunity."

BPEX Chief Executive Mick Sloyan, who was chairman of the judging panel, said: "Richard has made a significant and sustained contribution to the British pig industry through his leadership, clarity of vision and energetic implementation of industry initiatives.

"He has given of his time freely and worked tirelessly to represent the industry and has been a driving force behind improving the training and continuous professional development of staff on pig farms."

Richard received his award from Food and Farming Minister Lord Rooker at an industry breakfast in London today(Wed).

Notes to editors:

The David Black Award is presented annual to somebody who has made an important and sustained contribution to the British pig industry.

For further information please contact Jon Bullock on 01908 844106.