THE changing face of a well-established family bakery company has earned national recognition.

Peter's Cathedral Bakers, of Durham, has started to rebrand its 66 shops across the region to present a modern image.

The image change has been overseen by retail sales and development manager Alan Dixon.

Following advice from consultants, the Design Group from Newcastle, and working with Mr Dixon's managing director Richard Knowles, the new-look store first went on show at the company's Hexham branch.

The new style, which has since been introduced at the North Road branch in Durham, one of Peter's four shops in the city, include sa takeaway coffee facility at many of its branches.

Judges in the 2003 Baking Industry Awards were so impressed when they were taken on a tour of the bakery's headquarters, on Durham's Dragonville Industrial Estate, and the Hexham shop, that they shortlisted Mr Dixon as a finalist in the Craft Business Award category.

Mr Dixon worked for 27 years at Rington's Tea, where he was national sales manager. He has been with Peter's Cathedral Bakers for two years.

He said the awards were considered very prestigious, adding: "It's tremendous to be named among the final three."

The company, which was formed in 1966 by Mr Knowles' father Peter, who is now the company chairman, employs about 650 staff.

Television presenter Eamon Holmes will present the Baking Industry awards, which includes a trophy and £500 cheque in the craft business category, at London's Grosvenor House Hotel, on September 22.