Chris Malcolm is based in South Shields and delivers organic vegetable boxes across the borough for River Swale.

And he and business partner Ann McLoskey are hoping to capitalise on an appearance by River Swale's sister farm, called Riverford, on the BBC2 series Jimmy Doherty's Farming Heroes.

Northallerton-based River Swale's model is based on an award-winning box scheme that has been running at Riverford, Devon, for 14 years.

In the final part of the series, watched by 2.6 million people, Doherty travelled west to meet some of the region's most innovative farmers.

His final stop was at Riverford to meet Guy Watson. Doherty said: "Our farmers need to give us food we can trust, but at a price we can afford.

"I think Riverford puts a very strong argument across in terms of the viability of organic farming.

"To bring the cost of organic food down, you'd have to increase the scale of production, but still hold on to that local and intimate spirit that inspired these farmers in the first place.

"Riverford seems to have found a model that can give us organic food. I think any time when there's an element of something different, something quirky, usually good comes out of it."

A recent price comparison for River Swale against Sainsbury's, Waitrose and Tesco showed supermarket customers are paying an average of 22 per cent more for their organic vegetables.

Mr Malcolm said: "Supermarkets aren't always the most cost-effective way to shop.

"Buying locally produced, seasonal veg that hasn't had to travel far means you don't pay for any middle men.

"And our free delivery means you don't have to pay for petrol to get to the supermarket."