YAMBA'S Peter Nicholson doesn't need to win an award to hold the title of champion at this year's Sydney Royal Easter Show - he already does.

Thanks to the success of Nicholson Fine Food in previous years, the chef and food artisan will be honoured in the Parade of Champions alongside 29 others who have made an outstanding contribution to the show.

"The show means a lot of different things to different people," Mr Nicholson said.

"So if you are in the city it's very much the country coming to the city. For Nicholson Fine Food, we really connect with the Sydney population."

While his Euro Style Spiced Beet- root Finishing Vinegar has won accolades at the show and holds a special place in Mr Nicholson's heart, there are new products he hopes will have the same impact.

Mr Nicholson said a new range of cheese jellies would be launched shortly - with one of the flavours, of course, being beetroot - and the show would play its role in that.

"We really get a chance to connect with our consumers; they can start to understand who Nicholson Fine Food is and then we get to understand what the customer is thinking about our product," he said.

"We can receive direct feedback about the new foods."

Closer to home, Mr Nicholson said he had a good relationship with the Maclean Show in which Nicholson Fine Food is sponsoring the junior and open food sections.

The Sydney Royal Easter Show runs from March 21-April 3.

The Parade of Champions is on March 26.