THE traditional village shop has had to evolve from being a necessity in communities without transport into a convenience store that must open all hours.

But cars, mail order and internet delivery services will never replace a well-run local shop, where service means so much more than bread, milk and newspapers.

The important role of village shops was recently recognised by a Government-funded Vital Villages grant scheme.

It was this scheme that enabled Julie Ford to buy the essential equipment needed to give a new lease of live to a traditional village shop in West Malvern.

Moving from a Birmingham off-licence, Julie's vision for the old Happy Shopper, on West Malvern Road, was kick-started by a visit to a friend in the area. With the help of bank loans and Vital Villages grant, she fought to make that a reality.

Since establishing West Malvern Stores just over a year ago, Julie has created an enticing shop that stands shoulder to shoulder with the best of city delis, stamping itself firmly in the heart of the hillside community.

"I wouldn't have been able to do it without Vital Villages," she said.

What has given Julie's shop the edge has been weekly deliveries of locally grown organic vegetables, locally-produced bottle conditioned ales, quality wines, fresh bread from Court Road Bakery, local crafts and cards, exotic delicacies and essential stock items.

She is now considering extending into the recently closed post office next door, a subject she says she will turn her attention to in the New Year.

With a five-year lease, the future looks fruitful for Julie as she fights to bring back customers lost during foot and mouth. She is also hoping other shops will move into the area to help create an attractive community of lively businesses.

In the past three years, the Vital Villages has given out 91 grants worth £300,000 to shops in Worcestershire and Warwickshire, as well as 28 community grants worth £50,000.

Anyone wishing to find out more about the scheme, which will run for three more years, should contact Sharon Ham on 01684 573334.