THE independent spirit is alive and kicking in the market town of Pershore.

There are more local shops than national chains and the High Street is a haven for family-run firms. There is also Pershore Retail Market, one of the country’s oldest indoor markets, and a powerful trade association.

M and RA Sherriff Fishmongers opened nearly seven years ago and receives daily deliveries of fresh fish from Grimsby docks. There is a delicatessen, a cook shop, a cycle shop, book stores and clothing boutiques.

Having survived the recession, inclement weather and problems with prolonged roadworks the traders all agree that Pershore is the perfect place to buy local.

Nick Green owns Browns Ironmongers on the High Street, a hardware store that is believed to be the oldest shop in Pershore.

“I’ve got a lot of loyal customers who firmly believe in buying local,” said Mr Green.

“In a small town it is hard to get a good reputation, but very easy to lose it.”

Val Wood, secretary of the Pershore Chamber of Trade, said traders are holding their own in difficult circumstances.

“There are up and downs,” she said.

“We’re a town of independents which is the flavour of the month if you listen to the carbon footprint concerns.

“I get a lot of positive feedback about the shops here. If you come into one of our independents you’ll get a friendly, helpful shop keeper. If you go to a big store they just don’t seem interested.

“We are building on our strengths all the time and doing what we can to encourage people to shop locally.”

The trade association was formed more than 25 years ago to promote business and deal with local problems. Today its members meet several times a year and make a huge impact on local consumerism, organising various festivals and events.

For more about Pershore’s independent traders, visitpershoretown.co.uk