JOHNS of Instow will benefit from \u00A31,000 worth of advertising funds to help promote Quality Standard West Country Beef and West Country Lamb in his store after winning a national competition.Organised by RWM Food Group Ltd in conjunction with EBLEX Ltd, the competition was open to all customers of RWM and DBC Foodservice who stock the West Country Beef and West Country Lamb brands.Michael Johns, director of family business, said: "I'm delighted to have won! All our customers tell us they want to be able to buy locally sourced meat because they like to support local producers. The West Country brand is really popular with customers, particularly as it features EBLEX's Quality Standard Mark which guarantees traceability and provenance."The advertising support that we'll get as a result of winning this competition means that we'll be able to reach even more customers, which will hopefully encourage new trade into our two stores and raise our profile ."National trading manager for DBC Foodservice, Jon Jackson, said: "We congratulate John's of Instow on winning this competition. We realise that advertising support can make a real difference to independent retailers.