A wildlife charity and a leading brand of soft drink are collaborating in a unique farming scheme that it is hoped will boost wildlife, it has been revealed.

Gloucestershire blackcurrant farmer Edward Keene, who has a farm in Newent, near Upton-upon-Severn, has teamed up with Ribena and Gloucestershire Wildlife Trust (GWT) in a pilot project that is hoped will be replicated across the country to help reverse the decline in British wildlife.

The project has also gained the support of the country's most famous birdwatcher and conservationist, Bill Oddie.

The initiative takes the form of a series of farm biodiversity action plans which are designed for blackcurrant growers.

The plans incorporate both short and long-term goals and include advice on when and how best to trim hedges, guidance on erecting bird and bat boxes, encouragement for the creation of rough grass margins around fields and ponds, sowing wild bird seed mixtures, building new hedgerows and replacing windbreaks with native shrubs.

GWT claims the new project has led to exciting results and it has already seen an increase in wildlife such as barn owls, insects and small mammals.

Bill Oddie said: "It is vital that we all do what we can to safeguard the future of our native wildlife in our country and I am pleased to support this initiative. This is a bold step and I applaud it."

Natalie Beecham, deputy chief executive of GWT, said: "The Wildlife Trusts work directly with individual farmers to help them to work to enrich local wildlife.

"This project with Ribena, as well as providing local wildlife havens, helps provide the all-important natural corridors."

Beth Allen, of Ribena, added: "We have a relationship of more than 60 years with the nation's blackcurrant growers and we very pleased to be working with the Wildlife Trusts."