After an 18-month delay, the doorsfinally opened last month

It's the kind of pub where Prince Charles would feel at home. After all, he was recently named Beer Drinker of the Year by a select committee of MPs to honour his "Pub is the Hub" campaign, which highlights the importance of pubs in rural communities. Therefore, it should be no surprise that the Poet Laureate, which the prince helped to create, is something special. The pub is in the heart of Poundbury, a new development on the western edge of Dorchester, and is the latest project to challenge the current conventions of planning and development along the lines championed by the prince. He was determined Poundbury should become an urban, rather than a suburban, extension to the existing town, respecting the traditions of the past while also looking forward to the requirements of the 21st century. Poundbury is not just about architecture. Priority is given to people, rather than cars, with the emphasis on building a sense of community. It was important, therefore, that at the heart of the community should be a pub. It was built nearly 18 months ago but the developers, Dave and Steve Morrish, could not find the "right" landlord to run it. That was until they approached Mark Heffer, 38, who runs two major trade operations at Poole and Bournemouth. The Morrishs are based in Poole and were well aware of Heffer's success, but they still needed to work hard to persuade him to view the new pub. Heffer took one look and decided, there and then, it was for him. And within a matter of weeks, the prince paid an official visit to pull the first pint and name it the Poet Laureate, as a tribute to his late friend Ted Hughes. Carol Hughes, his widow, greeted the prince before he stepped inside to meet 30 invited guests and carry out the age-old tradition of pulling the first pint. Charles made a point of chatting to every guest before opening the doors and making way for most of the 300 or so Poundbury residents who had patientlywaited for months to enjoy their first drink. They had hoped to celebrate the Queen's Golden Jubilee with a drink at their local, but had to make do with a street party instead. So this was a special occasion that no-one wanted to miss. The opening generated huge publicity around the world, but Heffer is confident the Poet Laureate will continue to pull in the crowds even when the pub has faded from stardom. "It's a pub for the community and it's my job to make sure the residents won't get bored and continue to come back on a regular basis," explains Heffer. He fell in love with the pub because it was literally ready to take over and trade. "I decided it was absolutely right because it had this lovely feeling about it with lots of wood, chandeliers, furnishings and two beautiful Chesterfield sofas. I simply had the gut feeling this was for me,"he says. Heffer is one of five brothers, three of whom help run RWM Leisure and its subsidiary, RWM Food Group, and he has been involved in building the food side of the business. Heffer recognised that the pub should reflect the prince's vision for the village and also his views on topics such as genetically-modified foods. As a consequence, he deals with around 20 organic farms in Dorset and Somerset that specialise in beef and lamb. He uses a blackboard above the bar to tell diners exactly which farms have supplied the foods that reachtheir table. He also has a book giving details about the farms, even down to the feeds the animals are given, whether it be a cereal-based diet, grass, barley, wheat, silage or soya. Diners can even track the movement of the animals if they wish. "This means we can put our hands on our heart and tell people where it is from," he says. "Just like Prince Charles, we are a great supporter of British farming." Heffer's role as licensee of the Custom House on Poole harbourside has enabled him to build a close relationship with the local trawlermen, which ensures he's guaranteed the best catches ofthe day. The Poet Laureate has benefited from this relationship and a fine selection of trout, bream, cod, plaice and Dover sole is delivered daily to the pub. Heffer's connections with RWM Food Group also means he is able to pass on to the pub the benefits of the company's bulk-purchasing power. But he's notout to make any huge profiton food. "It's all about keeping customers happy and making sure they come back on a regular basis," he says. "I don't wantpeople just popping in on an occasional Friday or Saturday. I want them to return again and again. "All the food is cooked to order, so customers can literally request their individual tastes. It might mean losing a little revenue, but I take a great deal of pridein what I do and I want my customers to enjoy a real dining experience." The dishes on offer include: rack of West Country lamb spiked with rosemary and garlic served on nutmeg spinach with port for £11.25; steak and kidney pie with puff pastry top at £6.95; wild herb sausages with a spring onion mash and balsamic onion gravy at £5.50; a choice of fillet steaks from £12.50; and sirloin steak at £8.75. For those looking for a snack, there's a tasty range of freshly-filled baguettes that include honey roast ham at £4.25, Dorset Truckle cheddar at £4.10 or roast sirloin of beef grilled with brie at £4.75. Heffer admits that, while the food prices are extremely competitive, he is able to charge alittle more for his selection of local beers. These include Palmer's of Bridport's Copper Ale and Ringwood Brewery's Fortyniner and they accompany national brands like Bass, London Pride and Worthington's Cream Flow. Other beers stocked include Carling, Grolsch and Hoegaarden. The pub has a superb blend of customers, all of whom mix well at the bar to make the Poet Laureate what it is aimed to be ­ the heart of the community. You wouldn't feel out of place if you chose to lean on the bar and enjoy a glass of locally-brewed ale or relax on the sofa with a coffee to read from the choice of poetry books, including those written by Ted Hughes and the current Poet Laureate, Andrew Motion. "It's the fact that we are able to pull in all age groups and all classes, which makes the pub work," explains Heffer. Understandably, he is reluctant to talk about business plans and targets until the pub has been trading for at least three months. "I have my own targets in my head, but I think that, as this is a brand new pub, it is far more sensible to assess the initial trading patterns before announcing plans, which may never be fulfilled. "I don't want the locals to get bored. I want them to come back on a regular basis, so there is no sense in me telling them what they are going to have. "I want them to tell me what they expect and what they would like to see." Heffer has already agreed to run a regular quiz in response to requests by locals and he's started a jazz night on Fridays. "I'm also looking to make the most use of the village square and help organise community events, particularly in the summer." Heffer has appointed Will Hadlow, who has worked with him at his other businesses, to manage the day-to-day operations at the Poet Laureate and organise the 15 hand-picked staff. "This is a pub for local people and I want them not only to make it the hub of their community, but to go away with the best image of it every time they visit us. It has to be a pub that's fit for a prince," adds Heffer.