A student from the Royal Agricultural University who pitched a business idea to improve productivity and safety on farms has won its first cash investment.

Twenty-one-year-old Alex Dunn, a third-year-student at the Cirencester university, took part in a Dragon's Den-style The Grand Idea competition for student entrepreneurs.

Her pitch pricked up the ears of panel including Levi Roots, of Reggae Reggae Sauce, Julian Dunkerton, founder of Superdry, Christine Cross, former group business development director at Tesco, Charlie Beldam, a former student and creator of Cotswold Gold extra virgin rapeseed oil and the RAU's vice-chancellor, Professor Joanna Price.

Having the idea was one thing, delivering the pitch was different matter.

"The scariest part of pitching was before I went in. I was nervous sitting outside but inside it went quite smoothly. They asked about financing and my plans to take the business forward," said Alex.

"The University's Enterprise Society really helped me to develop my ideas, as well as a proof of concept and a business plan that was really scalable.

"What excites me most about the business is to be able to make a difference in the industry. It's not only agriculture here - there are people studying business and equine and you can learn so much - food production, for example, is going to be so important in the future."

Runner up Alex Crawley, 36, a former Gurkha who fought in Afghanistan changed career to farming through the RAU's Graduate Diploma in Agriculture.

His Grazing Management business helps restore important rare grasslands (including in the Cotswolds) which benefit from being grazed by hardy native cattle.

Mr Roots, also part of the RAU's advisory council, said: "I've be involved for many years, which I'm very proud of. You see so many diverse and different pitches. The key thing is passion - that the students believe in themselves.

"The business ideas coming along in recent years are much more technology focussed, talking about blockchain for example. Things have really moved on.

"If someone asked me what the difference was between Grand Idea and the pitch I did on BBC Dragons Den - this is not much different.

"I must have given one of the worst pitches ever - I wasn't perfect and got some numbers wrong. What the Dragons saw was passion. These students are the same. It's never just about the product, it's about the person as well."

Julian Dunkerton, co-founder of clothing brand Superdry said he was 'staggered by the quality' of the winning pitch from Alex.

He added: "I'm enjoying being involved because it is exactly what I believe in for the future of this country, turning entrepreneurial ideas into real businesses and creating jobs.

"There are not many places where you can come and learn to be an entrepreneur - so it is a fantastic opportunity for those that are studying here and those who are going to be here in the future."

Katy Duke, head of enterprise at RAU said: "The two ideas that impressed the judges most were based on strong business plans and they also demonstrated great passion and determination to see their ideas succeed.

"Our Enterprise Programme includes mentoring and support to ensure students get the confidence and know-how they need to make it as an entrepreneur."

Over 11 years Grand Idea has received more than 100 business ideas and enabled many entrepreneurial students to launch and grow a successful business.

The RAU was nominated in this year's Guardian University Awards in the Employability and Entrepreneurship category, thanks to its Enterprise Programme.