A local Brecon business that has struggled during Covid has been shortlisted for a prestigious Countryside Alliance award, competing with nineteen multi-talented businesses across Powys.

Boughrood Stores have been shortlisted in the 'Village shop / Post Office' category.

The ‘Rural Oscars’- as they are commonly known - are now in their 17th year. The awards celebrate rural businesses that go the extra mile, support their local economy and are the unsung heroes in every community. 

Lorraine, who runs the business, was in shock to discover that her business had been shortlisted. Lorraine took over from Derek, who passed away during the pandemic. "We’ve had a tough time over the last few years, what with Covid and losing a major member of our team," Lorraine said. "Derek was the owner of the business and sadly passed away from cancer, during the pandemic. He is missed by us all greatly and would have been so chuffed. Since Derek’s passing, I have taken over the business, with help from Liz and Caroline.

"It has come as a complete surprise that we were nominated and have got this far. We are totally delighted to discover that Boughrood Stores has been shortlisted to the top four in the best village shop category, in the Countryside Alliance Awards.

"We are a small team but we have been committed to supporting those who live in our wonderful community and thank our customers for their constant support."

Winners will be chosen via a public vote and the Welsh judging panel in January and announced at The Senedd, Cardiff Bay on Tuesday 27 February 2024. The winners of the Welsh final will go on to represent Wales at the House of Lords in the national champions reception in June of 2024.

The businesses are judged on a range of criteria including their passion and commitment, sense of community, championing local food and the energy and diversity of their business. 

Being nominated for the Countryside Alliance Awards can have a real impact on rural businesses. Most importantly, those businesses which go on to become finalists or champions will receive regional and national recognition, strengthening the reputation of their brand.

There are five categories including, ‘best pub’, ‘best village shop/ post office’, ‘best butcher’, ‘best for local food a drink’ and the ‘rural enterprise award’.

It's now down to the general public to vote for their favourite rural businesses, which can be done via the Countryside Alliance website. The public can vote for one business in all of the categories, or for just one individual business in their respective category.

Countryside Alliance Wales Director Rachel Evans said: “This year, we've received an abundance of nominations from the Welsh public, showcasing numerous outstanding businesses. Each business holds a meaningful story, and it’s vital to recognise and value them. What sets the Rural Oscars apart is their emphasis on honoring the individuals behind these businesses, rather than just their products or services. Given the challenging circumstances faced by many rural businesses, it's essential for all of us to demonstrate support in any way possible. We encourage as many people as possible to get voting today.”

The shortlisted Welsh businesses by category are as follows:


Izzy’s Butchers, Powys

Jones A’i Fab, Clwyd

Farmers Pantry Butchers, Vale of Glamorgan

Jones Bros, Ceredigion

Local Food / Drink

Velfrey Vineyard, Pembrokeshire

Pysgod Llyn Seafoods, Gwynedd

Cwm Farm Charcuterie, Glamorgan

Carn Edward, Pembrokeshire


Dolau Inn, Powys

Tafarn y Fic, Gwynedd

The Griffin Inn, Glamorgan

Y Llew Gwyn, Clwyd

Rural Enterprise

The Welsh Wool Shed, Gwynedd

Bargoed Farm, Ceredigion

Cwm Farm Shop, Rhondda Cynnon Taf

Llanbenwch Caravan Park, Denbighshire

Village Shop / Post Office

Llanymynech Village Shop, Powys

Boughrood Stores, Powys

Mantles Village Shop, Powys

R H Bunner and Son Ltd, Powys