Ombersley delicatessen has never been the subject of such intense media scrutiny as it has been in the past few weeks.
Camera crews were crawling all over it to film a case study in successful enterprise for the BBC's Mind Your Business. The shop is one of two run by Diane Seivewright and her husband Max in the village of Ombersley, Worcestershire.
Seivewright's strategy focuses on making the most of local suppliers and providing something for everyone.
The Seivewrights' store offers everything from standard grocery ranges to fine food to home-made takeaway fare such as pizzas. The couple only took it over 18 months ago, but have drawn heavily on their background in catering and hospitality to pull in customers. They have a café to capture passing trade such as ramblers.
The store is a pillar for regional suppliers, stocking more than 100 cheeses supplied by a company in Cheltenham. It also takes fortnightly deliveries from London fine food brand Epicure via Petty, Wood, one of its principal suppliers.
New this year will be a home baking area in conjunction with Ombersley bakery, the shop owned by the Seivewrights at the other end of the village. There will also be a strong emphasis on healthy eating, with the launch of gluten-free and wheat-free products. Other healthy foods supplied by specialist snacks and ingredients retailer Julian Graves are being rolled out across the store.
These latest features are proving vital to attracting and retaining custom after the loss of Ombersley's post office last summer. "We sell stamps, but people have to drive into Droitwich to visit the post office," says Diane. "So they do all their main shopping in town and now they just do their top-up shopping with us."
Other plans include cookery demonstrations for villagers.