Countryside Alliance Awards 2025 - Welsh winners announced!

Last night (29 April),  Countryside Alliance Wales held its annual ‘Rural Oscars’ awards ceremony, where several Welsh rural businesses were crowned champions.

The Countryside Alliance Awards – now in their 18th year – recognise rural businesses across five categories, including ‘best local food’, ‘best butcher’, ‘best pub’, ‘best rural enterprise’, and ‘best village shop/ post office’. These businesses go the extra mile within their communities, supporting the local economy and championing local goods and services.

Thousands of nominations from around the country were whittled down via the judging process, with the final few being honoured at the Welsh finalists’ awards ceremony in Cardiff at the Senedd.

The awards were presented by Rural Affairs correspondent and award winning journalist Hannah Thomas ITV Wales, and were sponsored by James Evans MS, Conservative Member for Brecon and Radnor and Llyr Gruffydd MS, Plaid Cymru Member for North Wales.

The event was very well attended  by a number of MSs and the First Minister for Wales, the Rt Hon Baroness Eluned Morgan.

Addressing the finalists, the First Minister said:

"It is always an important event; I'm delighted to attend. I'd like to congratulate you all and thank you for everything you do across Wales and in your particular communities."

The winner of each category will go on to represent Wales in the national champions reception at the House of Lords in June, competing against other finalists from Scotland, Northern Ireland, and England.

Rachel Evans said:

"This evening we celebrate our rural communities and the role that you, the finalists, play in keeping them together.

"Your continuing promotion and defence of Welsh produce, skills and rural life deserves all the credit it gets and the Countryside Alliance is proud to be honouring a group of people who are passionate about their countryside and passionate about providing quality goods, services and employment to rural communities and beyond.

"You are the best of the best, you are already winners by reaching this final and we applaud you for being just you.”

The Welsh winners of the 2025 Countryside Alliance Awards are:

BUTCHER

Champion - N S James, Raglan

The doors of this butchers shop were first opened in 1959 by the late Bill and Ethel James. Now in the next generation, the man at the helm since 1999 has for many years been an advocate of “low food miles” long before it became “the trend”. All the meat is sourced locally, the lesser distance being less than 1 mile from the shop and the greatest distance being just 20 miles. With their own abattoir situated to the rear of the premises, this really is food with “low mileage!”

Having an onsite abattoir has significant challenges, but significant benefits too. It is hard to keep things going at times, but by maintaining the facility, it gives this butchers shop an unique opportunity to liaise and advise local producers, one to one, on feeding and growing an animal to a fine carcass. His expertise in advising customers allows smaller farm enterprises selling meat boxes to produce the right quality meat. Everything is produced on site, from award winning pies and sausages to ready meals. Farming has an excellent ambassador in N.S James butchers of Raglan.

Runner-up - Rikki Lloyd Butchers, Welshpool

Highly Commended - Bromfields, Gilwern

LOCAL FOOD AND DRINK

Champion - Velfrey Vineyard, Lampeter Velfrey

The Mounsey family accidentally fell into wine production, but have comfortably made it a huge success. Do not let the word comfortable fool you in to thinking this was easy - it takes an incredible amount of family labour, supported by 60 volunteers at harvest time, to make this business work. Tending to over 4,250 vines by hand, using compost teas made on site and seaweed extract to keep the vines and the grapes healthy to harvest; incredible commitment and hours and hours of hard work are required at Velfrey Vineyard.

Producing a range of natural still and sparkling wines, the Mounsey family have given their all, with four of the wines now granted PGI status. One of their wines is in the top 100 in the UK, out of tens of thousands, and has been enjoyed as far afield as South Africa. Their wines have received numerous medals, have been showcased in Westminster for St David’s Day celebrations, and are served in one of the prestigious clubs in Mayfair. The Mounsey family are custodians of this little piece of Pembrokeshire, setting aside areas for wildflower meadows, hedgerows and bramble patches providing natural habitat for birds and insects.

Runner-up - Cig Carw Llŷn Venison, Boduan

Highly Commended - Fork Handles Farm Shop, Oswestry

Highly Commended - GASM Drinks, Newtown


PUB

Champion - Glan Yr Afon, Pennal

This community pub was bought by the community for the community. Its aim was to serve the needs of the locals and isolated farming families by providing a high-standard flexible facility open to every member of the Pennal community - and beyond. Trading began in 2023 after a difficult and challenging process, and progress has been fast and furious. Having managed to retain most of the staff, this has ensured continuous employment for many in this remote part of Wales.  From Welsh lessons to the Thursday club for a group of men who meet weekly at the pub, this is a welcoming, vibrant place for all. The Glan Yr Afon under the leadership of Menter y Glan has become a poignant place for the community and is truly the beating heart of the area for locals. About to open in the garden is a chalet which is to become the village shop, stocking essentials and complementing the pub. From hosting speed shearing to local game shoots, this busy community pub has excelled to be crowned this year’s Welsh champion.

Runner-up - Wynnstay Hotel, Heol Maengwyn

Runner-up - The Tai'r Bull Inn, Libanus

Highly Commended - Holland Hotel, Llanfachraeth



RURAL ENTERPRISE

Champion - Coterie Leather, Llawhaden

Whilst working as a product developer in the furniture industry, Tracy Watkins became aware of how wasteful the manufacturing process was, inspiring her to leave the sector and concentrate on doing something with what they saw as “waste” leather. Being incredibly passionate about sustainability, Tracy set about designing and making luxurious leather goods from a mountain of leather left over from the furniture and fashion industries. Her sustainable ethics not only make her products unique, but Coterie is one of a very few businesses using the by-product from another industry as the raw material. Working with the local Welsh Organic Tannery and Welsh woollen mills has enhanced the collection and supported other businesses in the area.

Since its inception in 2007, the business has grown to now include workshops where people can make their own sneakers, belts, handbags, wallets, dog collars and more - under the skillful and diligent guidance of Tracy Watkins. The workshops ensure that these skills are passed on to others to enjoy and preserve. In a world where everything is produced at scale and at pace, it is a refreshing delight to find a company that utilises age-old skills to produce unique high quality products that can last a lifetime. For every sale conducted through the website a tree is planted, re-enforcing the sustainability ethics of the company.

Runner-up - The Vale Grocer, Colomendy Industrial Estate

Highly Commended - Ty Ceffyl Bach, Llandyrnog


VILLAGE SHOP & POST OFFICE

Champion - Rhoose Village Store and Post Office, Rhoose

Three years ago, with a background in greengrocery and a passion for fresh, wholesome produce, the owners of this business opened a village shop that quickly became a much-loved local gem. With a strong focus on fresh fruit and vegetables, pulses, grains, and pastas, the shop champions quality and affordability for both the local community and the surrounding pub and restaurant trade. Supporting local producers is at the heart of everything they do — shelves are lined with local honey, jams, chutneys, and handcrafted goods, all sourced with care. Every Saturday, they bring their produce to life at a busy farmers market, where they’re proudly known as the only business in the Vale selling local strawberries — over 200 punnets a week in season! Recognising a vital gap in the village, they also took on the challenge of bringing back a Post Office, successfully navigating the rigorous application and training process to secure the contract in 2024. Their dedication has not only revitalised local access to fresh food and services but has also made them a true cornerstone of the community.

Runner-up - Llandyrnog Village Shop and Post Office, Llandyrnog

Highly Commended - Woosnam & Davies, Llanidloes