'That hippy shop' celebrating 50 years in Llandrindod Wells

It is safe to say that when Van Powell – a self-proclaimed hippy – opened an alternative and health foods shop in Llandrindod Wells half a century ago, it was something out of the ordinary.

It has since become a Powys institution; and while the passing of time and the pandemic have seen countless beloved and recognisable town and city centre names big and small wiped out across the UK, “that hippy shop” is still groovy, man.

Van opened the first store on Tremont Road, in 1974. A few years later he and wife Janet moved to the Clovelly building on High Street, before settling finally in the town centre, on Middleton Street, in 1981.

Van's Good Food Shop has become a Mid Wales institution, and has been a staple of the Llandrindod high street since 1981. (Image: Powell family) Van, now 81, stepped down five years ago, handing the reins over to daughter Rosie in 2019.

“Before the first shop, dad had joined together with like-minded friends to form a cooperative to bring whole foods into the area, something that wasn't available at the time and was becoming known about through the counterculture and hippy movement of the 60s and 70s,” said Rosie. 

“They would pool their funds and dad would go off to London to collect bulk items such as rice, beans, pulses, nuts and spices, then bring it back to be shared among friends.

“After a short stint living in a derelict property on the Yorkshire moors, he came back and realised the cooperative had fallen apart in his absence, so he started to run it from his home at the time – The Graig, in Llandegley. 

“When people he didn't know started turning up at his doorstep searching for food, he decided he better open a shop and make it official, before the tax man came looking for him.

“He and my mum opened the first store in 1974. It was known by locals as 'that hippy shop' in the early days. 

“When the current premises came onto the market, dad knew it would be much better to be on the busy main street, so they opened the doors in our current location.”

Van and Janet Powell, with their old dog Seth, in front of the old shop at Clovelly, on High Street. (Image: Powell family) As the business took off, Van expanded into the wholesale market and ran Good Food Distributors successfully for many years until he sold that around 15 years or so ago – it became Mintons Good Food and is still running today, located on the Heart of Wales Business Park on Llandrindod’s outskirts – and returned to the shop. 

Running the shop has long been a Powell tradition, even before Rosie took over.

“For many years, while dad was running the wholesale side of things, the shop was managed by my amazing aunty, Patti Evans, until her retirement, so it’s a real family affair,” added Rosie.

She first worked in the store as a 13-year-old, around the turn of the century, before returning full-time after graduating from university in Brighton with a degree in anthropology.

Now 37, she said: “I returned to the area in 2013 and started working in the shop again. 

“I officially started working for the family business when I was 13, although I spent much of my childhood in and around the shop playing shopkeeper and 'helping'. 

“I loved messing about with the pricing guns, climbing step ladders and hiding under the counter as a kid. 

“In 2019 I took over the reins from dad and have been running the business now for 5 years.”

Rosie (second left) in her school uniform, next to her dad, with aunty Patti right of him. (Image: Powell family) Opening with an intent on broadening the dietary horizons of Mid Wales, Van’s is still providing a comprehensive range of alternative and ethical products for customers.

With its ethos rooted in health, wellbeing and good living, Van’s offers a unique and diverse shopping experience, with a great selection of regional, organic, fair-trade, natural, ethical and wholesome products.

These include health foods, wholefoods, organic products including wine, spirits, cider and beer, supplements, remedies, natural hair and skin products, as well as a gluten free and vegan range.

To celebrate the half century, Rosie will be doing a different special offer each week throughout October. 

The shop will also be hosting a party on Thursday, October 31, with samples, treats, drinks, a raffle, speeches and hopefully some entertainment too.

Call in to Van’s, located at Elmswood, Middleton Street. Alternatively, call 01597 823074 or visit the Facebook page.