The community-minded business was nominated last year for its customer service and it was discovering then how successful the Retail Awards are within in the borough that bosses decided to join in for a slice of the action this year.

Chris Watts, a director of the butchers and grocers in The Triangle, said: “It’s good to be putting something back into the community. We give a lot to charities and generally try to help when we can.”

As meat experts, those nominated will most certainly want to impress.

Mr Watts added: “We know what we are looking for when it comes to meat.”

The company has just been awarded the Q Guild Butchers accolade, making it only one of two in Berkshire alongside Royal Windsor Farm Shop to hold the title.

The Reading Retail Awards recognises success and innovation within the retail industry across the borough.

There are various categories for customers to nominate their favourite shop and awards business men and women can enter on behalf of their companies.

Stephanie Maynard from theeventcrew.co.uk, which is organising the awards supported by The Oracle and Broad Street Mall shopping centres, welcomed the addition of the butchers to the sponsoring team.

She said: “I am delighted to announce that The Tilehurst Butchers are the latest in the line of distinguished sponsors we have on board for the 2014 Reading Retail Awards. The butchers will be sponsoring the Restaurant of the year category and as part of the sponsorship package will join Michelin star chef Daniel Galmiche and the panel in judging the shortlisted restaurants.

“The Retail awards are an excellent way of increasing exposure for retailers and eateries as they offer a differing way to showcase themselves.”

Nominations close on Monday, July 7, and everyone who votes will be entered into a prize draw.

For more information visit www.readingretailawards.co.uk