Bradford toiletries manufacturer Harmer is defying a prejudice that affects one in four British job-seekers.

In launching a recruitment drive for 110 new jobs, the Thornbury-based company has been actively welcoming applications from older candidates.

Recognising that qualities like experience and a strong work ethic are worth their weight in gold, Harmer is bucking a national trend by targeting the over-40 age group.

Government statistics, however, show that around 25 per cent of those searching for work are being denied a chance because they are considered too old, or too young.

Managing director at Harmer Personal Care Ltd, Richard Searle, says that attitude isn't just wrong but it's bad for business.

"Business at large has been guilty of over-looking the benefits of mature employees," he said. "In our business, where we need line operatives, manufacturing managers and quality controllers, the experience and attention to detail that older people can bring is priceless.''

The firm has already filled around 25 positions with applicants from a wide variety of age groups, with several mature recruits already promoted to key posts. The company is lending its full backing to the Government's Age Positive campaign which aims to change workplace attitudes about age around the country.

Former process development chemist and now line manager for Harmer, 46-year-old Graham Young, is a living example of how the business approaches older candidates.

Taken on by the company in January after he had been made redundant from the textile industry, Mr Young has become a valued employee.

He said: "When I came for the interview they told me some of their better employees had been taken on at an older age, and that gave me hope.''