"FOR me, this shop is all about the passion," says Barry Fitch as he chats over the counter of his Little Eaton shop.
And that word – passion – is something that you can feel before you walk through the door of Barry Fitch Butchers.
The front of the building is decked out with a stunning floral display for the summer, perfectly framing the boards touting the butcher's latest creations.
And inside the Alfreton Road shop that attention to detail continues with row upon row of incredible foods that leave you drooling before you have even been served.
Since its creation in 1969, Barry Fitch Butchers has gone from strength to strength and now employs about 10 people to sell its own locally-farmed meats.
Barry explained how the business had grown.
He said: "We started off with three or four acres and slowly brought more over the years.
"Today we have 200 acres around the area and breed all our own animals. To give you a sense of scale, we have 340 ewes, which breed more than 500 lambs each year.
"That is what sets us apart from other farm shops who say that they produce all their own stock but only have four or five acres.
"We are a proper farm and all our meat is farmed in and around the village."
Barry, who grew up in the village, clearly loves the trade and is more than happy to help people with cooking tips and tricks to make the most of his delicious wares.
He said: "I actually retired five years ago but I still come in because I love it so much.
"We will always help out people with cooking times and serving suggestions.
"We do supply restaurants and pubs but what we love is the individual customers to come down, see what they want and take it home."
And in catering for each individual customer, Barry and his staff take time to make sure that every one gets exactly what they want.
Barry said: "Everything sells well but, at this time of year, the burgers, sausages and kebabs all do well.
"But we don't do a pack of stuff, as one man's perfect meat is another man's poison.
"Saturday is our busiest day with people coming in to buy their Sunday joints. The beef that we have is beautiful here and always does well."
And while business is booming, Barry has no plans to expand the shop further than its current size.
He said: "In this business small is beautiful.
"This shop has my name on it and I think it is important that I am around. It is a pride thing, really.
"Everything that we sell here we produce. We never buy anything in so we know exactly how good the quality is. We have to make it well, otherwise it will not sell."
