Farm shops among best in Britain

By Nia Thomas
BBC Wales rural affairs correspondent

Sales of organic produce in farm shops have increased dramatically

Two farm shops in Wales reached the final of a competition for the best rural retailer in Britain.

The Llwynhelyg Farm Shop in Ceredigion and the House of Rhug near Corwen in Denbighshire were on a shortlist of 13 from 600 nominations.

The winner, announced in a ceremony at the House of Lords, was a company from Yorkshire - Weeton's of Harrogate.

It was the first time the award had been presented by rural campaign group the Countryside Alliance.

"This competition is as much about the personalities behind the shop fronts as it is about the local produce on display," said Countryside Alliance chief executive Simon Hart.

"Our 13 finalists are all strong personalities with a clear commitment to their communities; they typify what the competition is all about," he added.

The Rhug farm shop was opened three and a half years ago. It is one of the largest organic farms in Wales selling its meat directly to the public.

Lord Newborough said reaching the final put north Wales on the map

Estate manager Philip Hughes said there had been a huge increase in business in a short space of time.

"People are very interested in knowing where their food comes from, how nutritious it is and equally how much flavour there is. That's why farm shops like the one we have here are so popular."

The estate owner is Lord Newborough who travelled to London for the awards ceremony.

"The fact that we've got to the final round is a great achievement for the whole team I have working here," Lord Newborough said.

"It's good for the locality - we employ a lot of local people throughout the business and I think it puts north Wales and what we're doing here on the map."

Sales of organic produce in farm shops have increased over the past few years - up 33 per cent in 2004.

Philip Hughes accepts that it is almost impossible for them to compete with supermarkets on price - but they can compete on quality,

"Where we feel we do win though is on flavour. Our beef hangs traditionally on the bone for a month which supermarkets - because of the demands of their shareholders - can't physically afford to do. So it's on quality and flavour we win and not on price."