THE recently appointed chief executive of Advantage West Midlands, Mick Laverty, has been given a tour of Worcestershire to see first hand how economic development and business support is being delivered.

The visit was organised by dairy farmer Michael Oakes, who farms near Bromsgrove and is rural representative on the board of Advantage West Midlands.

Forum sessions with representatives from key rural agencies such as the Country Land and Business Association, the NFU and Royal Agricultural Society for England gave stakeholders the chance to air their views about the needs of businesses in rural areas.

The tour included visits to the Overbury Estate to the south of Bredon Hill and Hawford Young Farmers Centre near Worcester.

The West Midlands is one of the most rural regions in the UK with 85 per cent of the area and 20 per cent of the population classed as rural.

Regional development agency Advantage West Midlands is spearheading various initiatives such as the Rural Regeneration Zone, the Market Towns Programme, the Rural Development Programme for England and the region's Farming and Food delivery plan, which are all helping to breathe new life into rural areas.

Mr Laverty said: "Advantage West Midlands seeks to achieve sustainable development in the rural West Midlands, by improving access to opportunity and the number and quality of jobs available within sustainable rural communities.

"Many of the challenges facing the region's rural areas are the same as those in urban areas. However, sometimes distinctive approaches are needed, or specific challenges exist for rural areas that must be dealt with separately.

"It has been good seeing some of the activity that is taking place on the ground so that we can continue to provide the necessary investments and interventions for the rural areas."

Mr Oakes added: "The visit was an excellent opportunity to show off some of the excellent work that is already taking place in Worcestershire, but also for Mick to hear the views of key rural stakeholders.

"Advantage West Midlands has a major role to play in supporting rural economic development and we are always seeking ways to improve the work."