The cream well and truly rose to the top at the UK final of the Countryside Alliance Awards which took place on Wednesday the 18^th of June 2025, at the House of Lords. Two businesses from Wales were crowned National Champions with Coterie Leather from Llawhaden in Pembrokeshire winning the best rural enterprise award and N S James, butchers of Raglan, Monmouthshire with a win in the butcher’s category. The sun shone on the bank of the Thames and there were smiles and tears of joy as they were announced as worthy winners.

First up to receive a Rural Oscar was Neil James of N S James Butchers, Raglan. Speaking of the winner, the Countryside Alliances Chief Executive Tim Bonner said:

“This award celebrates butchers who are providing that key link between local people and the farms and fields that surround them. It commends those who have high regard for animal welfare and who put their community on the map through the quality local produce they sell.

“This proud family business is a cornerstone of the local food and farming community. What sets them apart is not only their exceptional produce but also their deep-rooted commitment to the local agricultural network. Sourcing all meat from within 20 miles, often much less, Neil works directly with nearby farmers, advising on feed and rearing to ensure premium carcass quality. It’s a rare and valued partnership that benefits both butcher and producer.

“Their on-site abattoir, now the only one in the area, is a vital resource, allowing for low-stress slaughter, complete traceability, and unmatched freshness. It also gives smallholders access to local processing, keeping rural supply chains alive.

“Every product sold in the shop is made on-site, from award-winning sausages to Welsh faggots and hand-raised pies. A carefully curated selection of local veg, sauces, and pantry items reflects their role as a true local food hub.

“Their mobile catering trailer brings this ethos to local shows and rural events, flying the flag for farming and flavour. N.S. James is more than a butcher, they are a linchpin of rural resilience, tradition, and trust.”

The award was presented by the President of the Countryside Alliance, Baroness Mallalieu.

The next Welsh business to receive a Rural Oscar was the talented Tracy Watkins of Coterie Leather. Tim Bonner announced the Rural Enterprise category as celebrating the imagination and ingenuity of people in the countryside supporting the rural economy.

“In a quiet corner of rural Wales, something remarkable is happening. Offcuts once destined for landfill are being transformed into elegant, durable accessories. In a purpose-built studio, traditional skills are passed on through hands-on workshops. Local materials are celebrated, waste is minimised, and sustainability is woven into every stitch. This is a business where luxury and ethics go hand in hand, where traceability, transparency, and zero waste aren’t buzzwords, but everyday practice.

“Each product tells a story of community, craftsmanship, and care for the planet. Offcuts are turned into bags; scraps are donated to schools; a tree is planted for every online order. It’s a model of rural enterprise that uplifts people, skills and place, employing local artisans, mentoring young entrepreneurs, and inspiring a new generation to think differently about fashion and consumption.

“This is sustainable design at its most thoughtful and inspiring, and its reach is growing fast, with stockists across Wales and a flourishing online following. For their exceptional craftsmanship, community spirit and environmental leadership, today we proudly honour Coterie Leather, a brand that proves luxury can be ethical, beautiful, and rooted in rural values.”

The award was presented by the Earl of Leicester.

You can feast your eyes on both winners by visiting their websites here:

N S James of Raglan | … worth driving miles for

Coterie Leather - sustainable leather goods & workshops. Made in Wales