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From our many discussions with rural business-owners, we know that many face some pretty tough challenges, from funding and connectivity, to rural isolation and mental or physical health – sometimes running a rural business can feel like one big (albeit rewarding) uphill battle. Therefore, we want to shine a light on those businesses who have succeeded despite the odds being against them – a feat which deserves to be celebrated.

The Triumph Over Adversity Award recognises and celebrates businesses or individuals who have overcome significant business or personal difficulties in order to be successful. 

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Our mission at Amazon is to be Earth’s most customer-centric company. We work tirelessly to continually raise the bar in customer experience, giving consumers the opportunity to discover, find and buy almost anything online.

Four very simple guiding principles remain at the heart of our business: being customer obsessed rather than competitor focused; maintaining a passion for invention; a commitment to operational excellence; and long-term thinking.

At Amazon, supporting small and medium-sized businesses (SMEs) is a fundamental part of our work and we are proud to celebrate their success. Amazon works with more than 900,000 independent partners in Europe, including sellers, developers, content creators, authors and delivery providers, and in 2019 we spent over £2bn on logistics, tools, services, programmes and people to fuel the success of selling partners, most of which are SMEs.

“Amazon is thrilled to sponsor the Rural Business Awards again this year. We know the last 12 months have been especially challenging for the UK’s rural business community and we have marvelled at their resilience and adaptability. We remain steadfast in our belief in the importance of the rural economy, supporting tens of thousands of SMEs across the UK to grow, utilise digital technology and export far and wide.

The truly innovative and entrepreneurial spirit in the rural economy is clear amongst the entrants – with that unwavering passion and determination demonstrated so clearly in the Triumph Over Adversity category.”

John Boumphrey

UK Country Manager, Amazon

The Triumph Over Adversity Award Winners

Abberton Rural Training
Abberton Rural Training


ART provides accessible courses in rural skills including horticulture, woodlands/land management, countryside and environment and construction to vulnerable adults and isolated people and families across Rural Essex. Many have additional issues, over 80% have disabilities, including Veterans/Wounded and Injured Service Personnel being medically discharged from service. They also provide a holistic support service including mental health counselling and support with trained BACP mental health practitioners on site and additional mental health support volunteers, plus employability skills, CV writing, benefits advice, housing advice and advocacy and help with anything that their clients may experience as a barrier.

Brook Meadow
Brook Meadow


Brook Meadow campsite and Cromwell Caravan Storage are tourism diversifications owned by the Hart family on their farm in Leicestershire. Nestled by the lake with acres of woodland and meadows, the site features hedge lined pitches, excellent onsite facilities and lots of local activities from tranquil dog walks to off road driving adventures. For those wanting to enjoy the beautiful setting with a few more comforts, Brook Meadow has a safari themed glamping tent, a camping cabin and award-winning lodges facing the water for watching the sunrise or sun set while also enjoying the active local wildlife.

Natural Design Studio
Natural Design Studio


The Natural Design Studio specialise in designing sustainable gardens that improve the wellbeing of their clients by using a holistic approach. Passion for the environment is central to each one of their garden designs and the ultimate aim is to create stunning ethical designs that have the potential to restore and replenish natural systems. The Natural Design Studio are committed to creating garden designs that are restorative and regenerative to people and nature. They see the need for gardens to be recognised as an important part of the modern ecosystem, supporting wildlife far beyond the walls of the garden.

The Ladies Working Dog Group
The Ladies Working Dog Group

Rhondda Cynon Taff

The Ladies Working Dog Group is a place where female working dog handlers can connect, support and thrive. Alongside an open access environment, they offer a paid membership option to access further services and products. The community provides a safe, fun space for women across the UK (& other countries) to learn the skills needed to successfully work dogs on shooting estates, on farms, or in any situation where they carry out a rural role. The Ladies Working Dog Group is committed to raising the numbers of women taking part in a pastime that has traditionally been overlooked.

Tiny Box Company
Tiny Box Company

East Sussex

Tiny Box Company is an eco-friendly and ethical wholesaler of recycled and recyclable gift packaging. They offer cost-effective but stylish gift packaging containers for jewellery, presentation boxes and accessories. They are also able to provide foil printed, embossed boxes to fit the branding needs of all small businesses. Tiny Box Company believes that style should not be compromised when making ethical packaging choices. Rachel Watkyn founded Tiny Box Company after searching, without success, for eco-friendly packaging to house her Fairtrade jewellery range and discovered a huge demand and gap in the market for it.

World of James Herriot
World of James Herriot

North Yorkshire

Based in the original home of the vet and author, Alf Wight OBE, the World of James Herriot showcases a compelling mixture of the real life of Herriot Country and the fictional version of Alf Wight’s (James Herriot) much loved stories. Visitors can walk through his fully restored 1940s home and surgery; travel back in time to what life was like when James was practicing, step into the TV set and try their hand at being a vet. When Ian Ashton took over the running of the attraction in 2012, it was on the brink of closure, but he has developed the business into a successful local attraction that Thirsk is proud of.

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