Prior to working on the Shaping Places for Healthier Lives project, we knew that a lack of affordable food retailers was a real barrier to eating well for those living on low incomes in rural areas. During the project, with the help of Healthwatch Shropshire volunteers, we were able to do some on the ground research to illustrate the difference in price for essential food items at different retailers. The project team came up with an essential shopping basket, which included essential food items along with other everyday essentials such as washing powder and nappies. In some cases the difference in price was stark, with the food basket at the most expensive, small rural shop costing £25.18 more than at the larger, budget supermarket in Ludlow.