The water is sourced from a large underground lake, sitting on volcanic rock 60 metres below his farm. Gardner and his family have invested £350,000 in the new venture.

The Department of Environment Food and Rural Affairs (DEFRA), has helped fund the construction of a 420 sq metre bottling plant, which can produce 1000 gallons a day at 4000 bottles per hour.

Faced with receiving 40% less for his milk than he did 10 years ago and against a national backdrop of 900 dairy farmers going bust last year, Gardner said “I was faced with either investing in more livestock or doing something totally different if the farm was going to continue. So instead we took the blinkers off and decided after years of talking about it to make a business out of the beautiful crystal clear natural spring water on the farm which I’ve been drinking all my life. We simply thought there must be a gap in the market. Why buy French bottled water when you can help invest in the local community by buying Pure Bowland?”

The media campaign, managed by Kenyon Fraser, launches next Wednesday (9 May).

The agency’s objective is to establish the brand in the North West as the region's only spring water.

It is planning to do this by enhancing the connection with the Forest of Bowland, officially an ‘Area of Outstanding Beauty’ and the wealth of fine foods and dining establishments already associated with the area.

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