Village shopkeepers, local butchers, small rural business bosses and farm shop managers from across the West are celebrating this week after being named as finalists in a prestigious national competition.

The regional finalists for the Countryside Alliance Awards have been named, and a host of 'local champions', from Milton Abbas to Marlborough, have been shortlisted.

The Alliance said it was looking for retailers, butchers, shopkeepers and local businesses that showed 'passionate commitment' as well as were 'ambassadors' for their local community, businesses or produce.

With the West Country split into two regions, some of our best-loved local shops and businesses are being pitted against each other at regional finals, and could go to London in March to win the national crown.

Businesses and people are nominated in four categories: local shop or post office, butcher, business enterprise and local food champion, with another two categories: rural champion and best traditional business also up for grabs. The West is split between two regions: Wessex covering Wiltshire, Dorset and Gloucestershire, with the South West incorporating what used to be called Avon, Somerset, Devon and Cornwall.

In one corner of the Wiltshire Cotswolds, there was a familiar buzz. The village post office and stores in Yatton Keynell, near Chippenham, was named as a finalist in the Wessex Region's village shop award, which has been won in the past by Nettleton post office, in the neighbouring village.

The Prince of Wales's favourite local butcher, Jesse Smith at Tetbury, is up against Adrian Curtis in Marnhull, Dorset, and the Sumbler Brothers in Marlborough.

Butchers in the running for the best in the west title are Bonner's of Ilminster and the New Manor Farm Shop in West Harptree, near Bristol.

Farm shops across the West feature strongly in the finalists. Allington's popular store near Chippenham in Wiltshire is in the running for Wessex's 'Local Food' award, while Barleymow's Farm Shop in Chard, Somerset is up against Farrington Farm Shop in Farrington Gurney, near Bristol, in the south west region's same category.

Now judging panels in each region have the unenviable task of visiting each business or store, and selecting the winners, while the judging panel for the national final, to which all of the regional finalists are entered, has been named.

National judges include countryside champion Clarissa Dickson-Wright, Alliance chief exec Alice Barnard, journalist Philip Johnston and Farmers Guardian editor Emma Penny.