A WORCESTER businessman is up for a top award after he was shortlisted for Franchiser of the Year.

Chris Ashton from St Peter's, Worcester, of Autosmart International, has been named as national finalists in the British Franchise Association's Franchiser of the Year awards.

In an industry now employing more the 370,000 people and worth an annual £12.4 billion to the economy, the awards showcase Britain's best performing franchisers as well as recognising outstanding brand building and enterprise. He will find out if he has won on Thursday, May 22, at the awards ceremony at London's Sheraton Park Lane Hotel. The awards are sponsored by Express Newspapers and HSBC Bank.

Autosmart, which manufactures and distributes cleaning chemicals, was franchised 29 years ago and has 155 franchisees in the UK. Sales director Mr Ashton, aged 45, must demonstrate to the judges how the business has developed over the past five years.

In 2003, a management buy-out resulted in a new business approach.

A company spokesman said: "Shunning fancy marketing strategies and radical business ideas, Autosmart's call to action to its franchisees was to concentrate on its traditional business values of sale by demonstration and well planned call cycles, with dramatic results. Sales have risen by half again to £15 million."

Autosmart has improved its recruitment skills and quadrupled its rate of franchisee recruiting in the UK over the last five years.

Brian Smart, director general of the British Franchise Association, said: "This year's entries were of exceptional quality and Autosmart International should be justly proud of reaching this stage."

For more details, visit www.thebfa.org.