A case study of a self-termed "rural business" is used to deconstruct the concept of a rural business and shed light on specific features of "operating in a rural area" and "serving a rural population". Alongside "selling a rural product", the paper claims that these make up three parameters for categorising rural businesses. Highlighting these unique or niche features of a rural business makes is possible to recognise values that extend beyond financial measures. As such, this research provides a mechanism to support rural policy aimed at delivering both economic and community development objectives. (Contains 1 table and 2 figures.)