The firm sells milk to major supermarkets and local shops

Definitely Devon, formed in 1996, is a co-operative of 21 dairy farmers, who each hold shares in the firm.

The Torrington-based operation sells milk to all major supermarkets and local shops in the area.

But, at a time when many of their colleagues are leaving the industry, they are doing so well that they are now advertising for more members.

The firm also produces Devonshire clotted cream, using milk from local dairy cattle.

Definitely Devon is a co-operative of 21 farmers

One of its directors, Winston Reed, who has a dairy farm near Tiverton, spends two days a week trying to find new business.

He said that dairy farming was now at a crossroads.

"You either get in there, re-invest and innovate - or you get out.

"That is the stark reality for a lot of people," he said.

"I can't contemplate that five or six years ago I was just a farmer and now here I am in this environment.

"I am here to stay in the long term - to innovate and go forward. But unfortunately, for a lot of farmers, they have to make a real decision now whether they get in or get out of the business."

Mr Reed said the co-operative was successful because it sold a perishable product that was not threatened by cheap foreign imports.