Hopes of Longtown - Herefordshire

Christine Hope has been running her shop in Longtown, Herefordshire, for almost three years now.

This is a true success story, and evidenced already by a number of accolades. Most recently the shop has won the "FT Business in the Community PO Rural Action Award". With relatively little initial financial backing, Christine has built this business up through hard work, professionalism and a vision of what customers really want from a local shop. Running a successful village shop is much to do with getting the balance right. Of course, it is important to provide the basic necessities and some convenience items. However, what can make a good shop something special is the identification of one or more niche markets - a 'point of difference', that will encourage existing customers to spend more, and draw additional people in from a much wider geographical area.

Hopes of Longtown's point of difference is the extensive range of locally sourced products - now over 40 lines, including organic fruit & vegetables, wines, chutneys & preserves, bottled water, home-made cakes, cheeses, meats and much more. There seems to be a real spirit of co-operation with other local businesses - a great example of how working together can provide benefits to all concerned. There's even some assistance for the local tourist industry, as the shop provides information on local places of interest, walks and B&B accommodation. Christine would certainly encourage other village shops to consider providing more local produce.