It's made from straw. It's environmentally friendly. And it's a niche product which is helping a Burley-in-Wharfedale couple successfully do business with global companies.

Although their venture is still only in its infancy, Dr Geoff Whiteley and his wife Jackie have already won awards for their straw-based mulch which they are marketing under the brand name Strulch.

The product, which can be used for weed control, reducing water loss and improving soil structure and drainage, was invented by Leeds University lecturer Dr Whiteley. It is made from shredded wheat straw treated with iron minerals which preserve it and turn it brown.

Mrs Whiteley, who now runs the business full-time from home, said the venture had benefited from the help of Business Link West Yorkshire.

"We've been introduced to a number of consultants and programmes to help us get Strulch out to customers and set up an infrastructure," she said.

"This includes funding and advice from West Yorkshire Ventures which supports companies with high growth potential and a great deal of help from business adviser David Robertson-Brown. "David introduced us to Bradford University's 'Think Business' programme which has meant support from people like Andy Duley and Chris Rawson within their incubation project.

"Having access to such high calibre people has made a huge difference to us. We found some manufacturers were taking advantage of our inexperience in business, and we also needed investors."

The company has also had help in negotiating with powerful multi-national companies. And it has acquired two shareholders: an organic farmer and the Doncaster-based manufacturer of Strulch.

Strulch has already picked up some high profile customers including the prestigious Eden Project based in Cornwall as well as the Royal Horticultural Society.

The new venture has already been featured on the Gardener's World TV programme. Later this month the unique enterprise will also be seen on Ground Force's British Museum garden.

Strulch has also been helped with public relations to promote its new product. The company said its main customers were private gardens, large estates, garden and landscape designers and bulk-buying nurseries.

As part of the Incubation Project based at Bradford University the company has managed to secure a student placement for eight weeks in preparation for exhibiting at a major exhibition at the NEC in September.