IT IS good to see enterprise rewarded. The best ideas are often also the simplest - and Justin and Michele Chieffo are living proof of that.

The Worcester couple's bright idea shot to fame earlier this year when Justin was one of the stars of the TV show Tycoon.

Their idea? A canvas bag you can pop old carrier bags into and hook on to the end of your shopping trolley so that the bags can be easily dispensed.

They call it the eco-bag and it looks set to be a roaring success.

Tesco has ordered 250,000 for their stores and the supermarket giant has now agreed to brand the bags with the Chieffos other venture - an online business called Fine Fayre that represents British producers.

There is obviously still a lot of hard work to be done before shoppers up and down the country use the eco-bag. But getting the country's biggest supermarket chain on board is a heck of a start.

Justin and Michele have come up with a brilliantly simple idea.

We are delighted to see them having success. Theirs is an entrepreneurial spirit that is latent in so many people - the trick is to have the drive, commitment and belief to see an idea through to fruition.

Doing so sometimes means being prepared to accept that failure is a necessary staging post on the road to success. The Chieffos are clearly well past that particular part of their journey.