When it comes to wine the British are still a bit sniffy about a glass of the home-grown variety.

Strange, when you consider that many British wines are now ranked highly in top wine circles - even picking up prestigious medals on the way.

But the tide is turning as farmer turned wine producer Martin Vickers of Halfpenny Green Vineyards explains to SYLVIE DALTON. In fact, so successful are his wines that he has turned his vineyard into a popular visitor attraction.

ANYONE fascinated by the transformation of caterpillar to butterfly will be equally enthralled by Martin Vickers' metamorphosis from arable farmer to successful wine producer.

In less than two decades he has put his vineyard on the map producing between 40 to 50,000 bottles of white and red a year - and it's wine that could easily hold its own among some of the best in the world.

One thing strikes you immediately about Martin Vickers and that is his thoughtful head for business and driving desire to get it right.

Born into a well-known Staffordshire farming family, Martin first planted a few acres of vines in the 80s in what he describes was a serious hobby. The farm's south facing slopes were ideal and a few years later, confronted with increasingly difficult times in farming, he decided to take the plunge and convert the farm into a vineyard.

"It was a something of a dream of mine, though I'm no master of wine I do have a good working knowledge."

He now runs the 50 acres with his son Clive and daughter-in-law Lisa with Martin concentrating on the growing and Clive producing the wine.

By growing early ripening varieties of grapes they can be sure of good harvests every year but Martin admits this year with its glorious summer looks set to be exceptional.

"We've still got two weeks to go before we pick but, if things remain as they are, it should be our best ever year," he says.

"Because of the varieties of grapes that we grow our wines tend to be lighter. The whites are quite floral and herbaceous and the red is lighter and fruitier. We produce dry, medium dry, rose and a Champagne method."

But it would be a mistake to think it all was plane sailing for Halfpenny Green Vineyard from the start. Martin readily admits the mid 90s were extremely tough times for the business.

"Basically things were not happening quick enough. Setting up was costly and we had to meet these expenses. It was hard but we clung on and got there in the end but it's not a time I would like to repeat.

"Trying to sell English wines to the public was never going to be easy. We had our eyes wide open and knew it was going to be tough.

"Convincing the average British person to buy British wine is a tough call. People here get excited about buying from abroad. Where as the French and Spanish are utterly loyal to their own wines, it's not the same here. We recognise that British wine is treated more as a gift product.

"Marketing was and still is the key. That's where the farmers' markets have made such a huge difference to us and I know it's the same for many other producers. We may not sell many bottles of wine at a market but people get to know our name and will come out to us.

"Not long after we started doing the farmers' markets we noticed that our visitor numbers were doubling. But it's not just about getting the customers out to us. We want them to come back and to achieve that you have to be absolutely on your toes."

The need to get people to the vineyard was something that Martin recognised early on.

"We were never going to sell much wine by supplying trade. We had to get people to the vineyard."

They did this by cleverly making a visit to the vineyard something special - a day out in itself.

"We're open seven days a week throughout the year. There is a vineyard trail, tea rooms where visitors can enjoy lunches and teas, there is also a gift shop and we provided guided tours for 15 or more people.

"We also have a craft centre which we have been developing. Visitors can see wood turning, meet artists, buy jewellery and engraved glass made on the site. The idea is that people will take a tour, have lunch, have a lovely day out and before they leave they will buy some wine."

It's a strategy that has proved very successful. So much so that Martin plans to expand the tea rooms and gift shop and build a new winery.

Martin Vickers can look back in the knowledge that he made the right decision. But he is quick to point out that it's not a route that's right for everyone.

"As a farmer you are encouraged to diversify and it sounds a good idea. But you have to be good at dealing with the public and that can be tough for some farmers.

"When I left school in 1959 and joined the family farm, farming was a thriving industry - it was what made this country. It makes me so sad to look at the state of it now, but the problem is a global one. Most in farming today are faced with an uphill struggle."

To illustrate his point he doesn't have to look far. His cousin who remains in arable farming runs 600 acres with one employee. Halfpenny Green Vineyard, a fraction of the size, employs 35 people!

Halfpenny Green Vineyards can be found at Halfpenny Green between Wolverhampton and Bridgnorth. For more information contact Martin or Clive on 01384 221122 or visit www.halfpennygreenvineyards.co.uk

Farmers' Markets

Sunday, August 31, 10.30am-4.30pm Webbs of Wychbold*

Thursday, September 4, 9am-3pm Broadway village centre

Saturday, September 6, 9am-3pm Droitwich, Victoria Square*

Sunday, September 7, 10am-2pm Worcester, Royal Worcester, Severn Street*

Friday, September 12, 9am-4pm Kidderminster High Street*

Saturday, September 13, 9am-5pm Bromsgrove High Street*

Saturday, September 20, 9am-2pm Malvern Council House, Avenue Road*

Sunday, September 21, 11am-2pm Hunters Inn, Longdon (South of Longdon on the B4211)

Friday, September 26, 9am-3pm Evesham Market Square*

Sunday, September 28, 10am-2.30pm Bewdley opposite Dog Lane Car Park *

* Halfpenny Green Vineyards wine available.

For a full dates leaflet phone Janet Yates on 01905 795937 or visit www.worcestershirefarmersmarkets.net

You can also order many farmers' market produce from Pastures New which will deliver to your home free of charge. For more information and a product brochure phone Nick Dickenson on 01386 831900.