About Us

Countrywide Vision

Countrywide is the leading supplier of products and services to the rural community.

Living and working within our local communities we appreciate not only the rural way of life but the needs of our customers.

Our products and services, offering consistent quality and value for money, span the Farming, Smallholder, Equestrian, Rural Business and Country Home sectors and are delivered through our Retail Stores, Direct Sales teams and On-Line.

From our Country Stores we sell a vast range of products including farming, equestrian, pet, country clothing and gardening products. Specialist advice is on hand for account customers from our experienced Direct Sales and Advisory Teams who work together to provide knowledge and expertise, be it for livestock feeds and husbandry, arable, fuel, LPG, and amenity products. Our account customers also have a single point of contact to telephone our Customer Service Centre to place orders, to ask for advice and to make payments.

In all aspects of our business we aim to deliver a personal service, share our knowledge and expertise whilst looking to the latest products and innovations – to shape a future as vibrant as our 100 year heritage.

The Countrywide vision is:

To be the leading business in the supply of products and advice to the rural community, by offering quality and value for money, supported by expert knowledge and a personal service.

History Of Countrywide

In 1999 MSF Ltd merged with WMF Ltd and the new company was named Countrywide Farmers plc. But, the story starts just after the turn of the 20th century.

WMF dates back to 1902 when it commenced business as Beckford Farmers, amalgamating a few years later, in 1909, with Winchcombe, Toddington and Cotswold Farmers Association to create West Midland Farmers. The head office was established at Westgate Street, Gloucester, in 1919 which later saw the building of a store on the site in 1937.

MSF dates back to when the business was originally formed as "Worcestershire Farmers Ltd" from a company known as Worcestershire Produce, based at Upton Upon Severn. The first recorded meeting was 30th August 1919, held at the Old Farmers Club, Broad Street, Worcester and was attended by nine members of the National Farmers Union.

Midland Shire Farmers & West Midland Farmers - the early years of Countrywide

Countrywide now operates throughout the UK and has a turnover in excess of £200 million, 4,000 shareholders, 40,000 account customers, 60,000 reward card customers and employees surpassing 1,000 across the Group. Countrywide continues to grow from strength to strength.

The business has two key routes to market:

Direct Sales

The direct sales team operate in the field and comprise of Livestock Feed, Arable, Energy, Turf & Amenity and Account Manager specialists who provide expert advice to the rural community to help them improve yields and increase profits.

Direct Sales - left to right: Bulk delivery, Agronomists and Fuel

Sales Specialists:-

Account Managers
This team is dedicated to providing farming, equestrian and rural business Account Customers with technical knowledge and bulk prices for any product sold in our Countrystores. A specialist AMTRA qualified team with particular focus on advising and selling animal health products, dairy hygiene, fencing, gates and livestock housing equipment, harvesting consumables and Vermin Control products.

Dedicated to providing farmers and growers with livestock feeding advice. Experts in nutrition and animal health who will help maximise production and quality from a wide range of feed and forage. Based at Amesbury, are our Alternative Feeds Team who provide advice and competitive prices on key seasonal commodity feed products.

BASIS and FACTS qualified these specialists provide arable farmers with cost effective crop production advice including variety selection, plant nutrition and spray programmes.

A dedicated team specialising in LP Gas, Tractor & Road Diesel and Heating Oil. The team offers advice and competitive pricing on a range of energy options and solutions for commercial and domestic customers.

Amenity BASIS qualified this specialist team is dedicated to the care and maintenance of Amenity facilities from Golf courses to Sports grounds.

Direct Sales - Products and Services

Countrywide provide a wide range of products and services for farmers, smallholders and rural businesses within the rural community.

Livestock Feed
Countrywide provide a wide range of feeds for all livestock. The own-brand ranges are formulated by our feed technical team using top quality ingredients to meet the varied requirements of the many different production systems in the UK. The range includes
compounds, coarse mixes, blends and straights, milk powders, minerals, feed blocks and nutritional supplements. All feeds and supplements are fully traceable and quality assured.

Countrywide offer a full range of arable products including seed, fertiliser and crop protection products for both the arable and livestock farmers supported by FACTS and BASIS qualified agronomists. The product range includes cereals, pulses, oil seed rape, herbage, roots, game cover and environmental stewardship products, compound, blended and straight fertilisers along with a wide range of pesticides, herbicides and fungicides.

Countrywide has been supplying the rural community with energy products since the early 1950s and today are committed to providing products at best value prices. Whether you live in town or in the country we can provide homes, farmers and businesses with a wide range of energy related products and services. The range comprises of fuel, bulk LPG and bottled gas.

Turf & Amenity
Countrywide supply the golf course and sports ground industry with a comprehensive specialist range of Fertilisers, Chemicals, Seeds, Top Dressings & Rootzones. The sales specialists have a vast range of experience and knowledge of the turf and amenity industry and are members of the BASIS professional register offering both technical and practical support.

Rural Services
Countrywide offer an extensive range of rural services for the farmer and land owner. Our experienced teams provide dairy herd costing, tractor and machinery hire, soil and forage analysis, together with dedicated business services including finance, computer and mobile support, and training. Any member of our sales team will give you more information and direct you to our specialist teams.

Direct Sales Icons: Compound Feeds, Alternative Feeds, Seed, Turf and Amenity, Energy, Animal Husbandry, Crop Protection, Fertiliser, LPG, Fuel,


The Retail business has a network of country stores and online shopping providing a comprehensive range of products, expert advice and personal service to customers in the rural community.

Retail - left to right: Riding Hat fitting, Store frontage, Animal Health

The country stores supply:

Based at Defford, Worcestershire is the central warehouse and distribution team servicing the country store network with products and customer special orders.

Countrywide have acquired associated businesses to expand portfolio of products, services and advice offered to the rural community. These businesses include:

Retail - Products & Services

Countrywide provide a wide range of products and services for Farming, Smallholder, Equestrian, Rural Business and Country Home customer groups.

Countrywide can help you look after your farm, smallholding and livestock with our wide range of feed and equipment. Whether you have sheep, cattle, pigs, poultry or goats we have a superb range of animal health, fencing, gates, bedding, livestock equipment, harvesting, vermin control and minerals.

Countrywide have a great range of equestrian clothing and equipment from riding hats, boots and jodhpurs to saddles, bridleware, and stable equipment we have the full range. Brands include Ariat, Kadence, Spillers, NAF, Dodson & Horrell, Champion and Woof Wear. Our services include rug cleaning, riding hat and body protectors.

At Countrywide you will find everything for working and domestic pets from pet food and bedding to grooming products and pet health. There is a great range for dogs, cats, wild birds and small animals from key brands like Pedigree, Hills, Beta, Burgess, Frontline, Whiskas, Iams and Countrywide own brand. Country stores have trained AMTRA qualified animal health specialists to advise and sell pet wormers.

Clothing & Footwear
Countrywide provide a fantastic range of clothing and footwear for ladies, men and children. Whether you are in the stable, out in the field, or taking a walk in the countryside the range of jackets, trousers, bodywarmers, sweatshirts, boots and wellingtons have a wide choice. Brands include Barbour, Hoggs, Joules, Toggi, Regatta, Dickies and Hunter.

Countrywide offer a wide range of gardening products including composts, plants, machinery, furniture, BBQ's, gardening tools and accessories. A selection of country stores feature garden centres with experts to offer advice on growing and caring for your garden. From chainsaws to lawnmowers we can repair and service machinery through the Garden Machinery Service Centre.

Agriculture, Animal Health, Clothing, Equestrian, Fencing, Footwear, Harvesting, Heating, Pet, Sports