A WORCESTERSHIRE firm has launched a website dedicated to helping rural businesses and people living in the countryside.

Bromsgrove computer specialists Frambourne Ltd. launched the website after managing director Ian Lambert became "alarmed" at the problems affecting the rural economy.

The site, at www.ruralheart.com is a "fully searchable" directory of rural and semi-rural businesses, designed to make accessing any service or product in the countryside as easy as possible.

The interactive site welcomes feedback and also contains news and features on rural issues.

"I wanted to find a practical way to help," said Mr Lambert, who conceived the idea last August.

"The difficulties faced by rural businesses cannot be underestimated. With so much of the traditional country way of life slowly disappearing, and the sharp downturns in farm and rural incomes, this is a way of linking businesses with their customers."

Users are invited to key in a business category, with options covering everything from accommodation and accounting to transport and wholesale.

A second search tool invites users who can be more specific to key in the business type, with options covering abattoirs and air conditioning, wine bars and zoos, all cross-referenced by county or town.

"Anyone planning a day out, looking for a specialist service or product or just wanting to know more about what's available in their area, can simply log on and get information, news and website links at the touch of a button," said Mr Lambert.

Site welcomed

The site has been welcomed by Bromsgrove MP Julie Kirkbride following the launch of the Prince of Wales' Business in the Community Rural Action Initiative.

"I am always pleased to support any initiative aimed at supporting the rural economy and to meet enterprising individuals based in the countryside who are determined to make it work," she said.

Mr Lambert said the "easy-to-use" website had taken eight months to develop.

"RuralHeart is more than an on-line directory, it's also a news service providing the latest relevant information as and when it becomes available," he said.

"There's even room for site visitors to share ideas and exchange views on all matters affecting the countryside community."

Rural businesses not already listed on the site can follow the simple on-line guide for free registration.

As a further service, local interest groups, clubs and councils can list their activities and contact details in the community pages.