A LEADING rural support organisation has said it wants to be the "undisputed champion" of the rural economy.

The Country Land and Business Association (CLA) represents businesses earning their livelihood in rural areas and is responsible for generating enterprise and employment in those regions.

It has appointed David Price as assistant regional director of its new West Midlands region. He plans to harness the skills and enthusiasm of the "younger generation" of farmers, among other things.

Mr Price is a familiar face on the rural scene, having been CLA field officer in Herefordshire and Worcestershire for 14 years.

During this time he was largely responsible for building the Association's strong membership in the region.

Prior to that, Mr Price had a spell livestock rearing at his family farm in Herefordshire and previously worked for ICI Agricultural Division as Technical Representative in Durham and later in the Marches area of Shropshire and Herefordshire.

In his new role Mr Price will be responsible for looking after the interests of members, passing on the task of recruiting new members to a new field officer in January.

"The CLA is anxious to find out more about its local members and so better serve their interests," said Mr Price, who will be based near Ross-on-Wye.

"We are providing advice to farmers and rural businesses on an increasing range of issues, especially planning, rating, taxation and legal matters. It seems that after the battering the rural economy has taken over the last five years, members are keen to explore all the available options to increase their profitability."

He said there would also be a new emphasis on business members.

"Interestingly, we have recently discovered that the CLA already represents over two hundred different types of rural businesses," said Mr Price.

"We need to make sure that we understand the needs of each one, so that we can justifiably claim to be the undisputed champion of the whole rural economy."

Mr Price said the younger generation of farmers and landowners was vital to the eventual revival of the rural economy.

"Agriculture, particularly, has been allowed to decline by successive governments to the point where too many young people have been deterred from entering the industry," he said.

"The necessary regeneration after this very serious depression can only be planned and managed by the industry harnessing the skills, energy and enthusiasm of the younger generation."