KEEP your eye on the expanding balloon as it rises ever higher.

The Balloon Tree Farm Shop and Cafe, at Gate Helmsley, won the New Business Of The Year title in 2004, then proved it was the one to watch last year when it scooped the overall title of Press Business Of The Year.

Once again, it's the entrant to beat as this time it defends its two other titles, of Growth Business Of The Year and Retailer Of The Year in The Press Business Awards 2006 The rise and rise of this venture operated by the Machin family whose fresh products grown on 45 acres have delighted burgeoning numbers of shoppers and diners, seems never-ending.

They love the food, the cakes, the predominantly rare-breed fresh meat like Longhorn beef and Berkshire pork Having harvested first-year profits which were five times initial projections to gain bank funding, that increased by another 64 per cent in the second year and portents are that sales will rise by another 30 per cent this year. It now employs 65 people.

The formula is simple, according to Will Machin. "Other true farm shops are the only close competitor for our retailing success. However they mostly specialise in only some departments, ie meat or fruit or veg or baking. We encompass all these to provide one outstanding retail experience.

"What also sets us apart from our competitors is that we harvest the produce fresh every morning, so we are able to choose varieties for their flavour and not shelf life. This means that, along with fertile land, the produce is the most flavoursome and nutritious available Already about 250,000 people have visited the premises in Stamford Bridge Road more than the entire population of York, so it is not surprising that the Machins expect next year's turnover to continue soaring.

Behind the venture are brothers Will and Matthew Machin and their parents and founders, Digby and Jill.

Since they began, they have extended the retail area by 20 per cent, the bakery and production unit by 30 per cent and four acres of polytunnels to provide out-of-season fresh food. The farm itself has increased in size by 35 per cent.

So what now? Well, funding has been granted in principle for a further two potential sites which have been earmarked for development, so that the winning formula can be replicated making The Balloon Tree the first farm shop franchise in the United Kingdom.