This paper explores emerging policymaking and research into rural creative industries, drawing on a case study from the county of Shropshire in the UK. It begins with a critique of existing creative industries policy, which is argued to focus almost exclusively on the urban as the site of creative work. The paper highlights an emerging body of critique of this neglect of the rural in cultural policy, which is matched by a neglect of the cultural in rural policy. Attention then turns to an investigation of the size, scope and characteristics of the creative sector in Shropshire, with findings based on a consultancy report commissioned by public sector actors keen to highlight and promote the county's creative work. This material is used to illustrate some of the distinctive issues facing the UK rural creative sector, which current policy is ill-equipped to address. The paper ends by reflecting these findings back to the broader academic and policy contexts. (Contains 6 tables.)