TWO-and-a-half months ago Andrew Keysell was sitting behind a desk, phone in hand and sales patter at the ready.

In a matter of weeks he has transformed himself. Gone are the suit and tie, and gone is the steady salary that he collected for the last 12 years.

Now he's his own boss, drawing on more than a decade's experience gained in the meat trade and with support of his wife Cheryl, their two young daughters, Libby and Sophi, and his parents.

"Starting my own business had been in the back of my mind for some time," said Andrew.

"I just needed the push to make me do it. It's a big thing but I had the encouragement of my family and that helped.

"It's strange to think that before a few weeks ago I had never made a sausage in my life! I had to get someone in to show me how it was done and now I'm hand-making my own sausages almost every day.

"Having spent such a lot of time sat behind a desk I have to admit my knees have been suffering a bit from all the standing.

"Some days are absolutely manic. I won't finish until late in the evening, but that's the price you pay when you're your own boss."

Andrew went to agricultural college and it was during his sandwich year that he first worked in a meat factory. On leaving college, he returned to the meat business.

For a while he worked for one of the biggest plants in the country.

"It couldn't have been more different from what I'm doing now. The plant was capable of processing 3,000 cattle in a week. Some farms wouldn't see those kind of numbers in a lifetime. It was mind boggling."

It was Andrew's experience in the meat trade that led him to persuade his parents, Jim and Angela Keysell, who live next door at Woodpark Farm, to market their own meat, Rochford Beef and Lamb.

They have been selling successfully through orders and at farmers' markets for the last 12 months.

"It all started with a walk-in fridge that was given to me by a friend. It was in bits in our garage for some time and then one day I decided to put it together and amazingly it worked so I gave it to my parents.

"I had been on to them to market their own beef and lamb for a while because I could see that they had an excellent product and could sell direct to the public through farmers' markets. Getting the fridge working set the ball rolling for them and they haven't looked back. Seeing their success spurred me on."

Although Andrew's business and his parents are closely linked - the farms are next to each other and Andrew buys his pigs from his father - Rochford Country Meats and Rochford Beef and Lamb are run independently.

"My dad rears the pigs. There are about 30 saddleback sows crossed with a large white boar, which are kept outdoors all year. This type of pig doesn't get too fat so you get a good quality bacon.

"My parents advocate traditional farming methods and grow their own barley that is milled to feed the pigs so they have a good diet.

"Antibiotics are not put directly into their feed but if a pig becomes ill, which is very rare, it is treated independently and only given antibiotics as a last resort.

"I heard from another producer that pigs enjoy playing with a football. So I threw one in for them, and they loved it.

"When the pig reaches bacon weight which is about 85 kilos deadweight it's about right and will be sent to the abattoir."

Andrew has created his own cutting room on the farm. He is also able to sell directly to the public from his own shop, which he plans to expand in the near future. But Andrew is already thinking bigger.

"I'm keen to move into ready-meals, good quality curries and chilli con carne and similar dishes. I have contacted Defra for help in converting one of our barns into a manufacturing unit and I want to try to source as much of the ingredients as possible from local producers.

"Since I've been doing the farmers' markets I've noticed that customers are looking for quality and convenience.

"Pre-packed dry-cured bacon and our sausages are very popular but if I take joints of pork to market they don't sell so well. Because customers are looking for quality they don't mind spending a little more.

"They know that what they are getting is superior. Our sausages are meaty with 80 per cent pork content.

"As well as our traditional sausage we do pork and sundried tomato, and pork and leek. We're still experimenting with recipes so there should be a few more varieties before long.

"I have to say that I absolutely love meeting the public. There's something really special about a customer buying some sausages or bacon and having them come back the next week to tell you how much they enjoyed them. It's definitely a good feeling.

"We're not competing with Walls just yet but business is steadily building and we're taking quite a few orders over the phone as well as doing the farmers' markets. It was three pigs this month, but it should be six next so things are looking good."

For more information on Rochford Country Meats or to place an order phone 01584 781586 or email rochford country@aol.com