A farming couple whose business as the “wow factor’’ have won the Royal Welsh Agricultural Society's prestigious Sir Bryner Jones Memorial Award.

Michael and Ella James, who farm at Neuadd Blaenduhonw near Builth Wells, were announced as winners of the highly coveted prize by the society's chair of council, David Lewis, on the first day of the Royal Welsh Show in Llanelwedd.

The couple were one of three shortlisted finalists in this year's chosen sector.

Since they took over the 211-acre hill farm on Mynydd Epynt seven years ago, the James’s together with their three children and Michael’s parents, have developed their highly regarded Bluefaced Leicester flock.

Judges Dr David Morris and Mr Dafydd Parry Jones were looking for the most effective and efficient sheep farming enterprise in Wales.

"We chose them because we could see they were running an effective farm that will carry on for many years. They were the most effective and making money at the same time,’’ said Dr Morris.

Mr Parry Jones: "We were looking for the 'wow factor' and a farm with an effective sheep farming system. The business side had to be very good."

The judges were impressed with the couple’s ability to produce outstanding animals, for which has been the greatest demand, resulting in top awards and sale prices in the sale ring at the relevant breed shows and sales.

These achievements were considered as being truly outstanding.

Their attention to detail not only in their flock management, shepherding skills, and also in their general farm management skills greatly impressed the judges.