Booths the 155 year old northern supermarket chain is like a dynamic family. Still owned and managed by the fifth generation of its founder, Edwin Henry Booth, the company successfully encompasses old blood and new trends. Employees such as Brian Jackson, the company character who roasts batches of coffee every day has been at booths for more than four decades, but recent developments have included recruiting new staff to improve training and internal communication and an internet site selling wine - everywine.co.uk Customer service is the prime focus for the store, which was described in 1925 as having 'the same status in Preston as Fortnum and Mason has in London' and still concentrates on quality, locally sourced basic foods and delicacies. Edwin Booth the current chairman looks back to his ancestor's mission for his inspiration. He used to say he sold the best goods he could buy in shops staffed with first class assistants and customers should not expect him to run after them'. The store in other words would be so good that it would attract customers without advertising. Over the course of the past century family members expanded the firm making stores, self service and now there are 26 shops selling goods including local specialities such as Bells of Lazonby breads. Staff have been valued from the start with a bonus scheme introduced in 1910 (now worth 6% of salary) and a chance to buy shares in 1920. The company has won awards for its cheeses and wines and a new warehouse is being built. Breakfast at head office in Preston sums up the mood of the firm: everyone chips in 50p per week for toast and coffee served along two long tables by Margaret Mounsey. For 12 years she has been taking care of everyone here from Mr Simon Booth, company director for human resources and fresh food to Michael Lough 26, a newcomer from Australia in charge of PR and Marketing. Alison Smith with 22 of her 38 years as a Booths' employee said the personal touch made all the difference. Smith, PA to the chairman and directors said 'The company is fair and takes a personal interest in our lives, when my marriage broke up they loaned me a company flat. We are all given the chance to see each other's jobs and work in distribution or on the shop floor which helps us understand the whole firm too'. On the shop floor people feel a sense of responsibility and 85% of staff say management is approachable with clear expectations and trusting people to do a good job. Vicki Berry 30, a part time shop assistant at the Longton store said 'They are not on your back all the time and you are encouraged to make customers feel welcome and chat with them, we are a part of the local community'. Booths is driven by a passion to serve customers. Edwin Booth has been determined to return to this original aim. He said 'My target is to be an excellent retailer and an employer by default. We want to be a damn good firm and, if possible, to be the best. I refuse to believe that we cannot'.