Did the OP raise this with the bus company in question and with B&H buses directly to find out why they won't if they are all a part of the same company?
When i lived in Lewes, i would have to walk to the prison crossroads in order to get a bus that went to Brighton and was included in the free travel scheme however the local Lewes bus routes weren't included and as i lived about a mile from the the nearest eligible bus stop for free travel and...