John Heritage kept an account book, from which we can reconstruct a whole society in the vicinity of Moreton-in-Marsh, Gloucestershire. He took part in the removal of a village which stood in the way of agricultural 'improvement', ran a large scale sheep farm, and as a 'woolman' spent much time travelling around the countryside meeting with gentry, farmers, and peasants in order to buy their wool. He sold the fleeces he produced and those he gathered to London merchants who exported through Calais to the textile towns of Flanders. The wool growers named in the book can be studied in their native villages, and their lives can be reconstructed in the round, interacting in their communities, adapting their farming to new circumstances, and arranging the building of their local churches.
A Country Merchant has some of the characteristics of a biography, is part family history, and part local history, with some landscape history. Dyer explores themes in economic and social history without neglecting the religious and cultural background. His central concerns are to demonstrate the importance of commerce in the period, and to show the contribution of peasants to a changing economy.