Lloyds TSB Agriculture heralds National Countryside Week and makes three year commitment to Prince's Countryside Fund

LLOYDS TSB AGRICULTURE HERALDS NATIONAL COUNTRYSIDE WEEK AND MAKES THREE YEAR COMMITMENT TO PRINCE’S COUNTRYSIDE FUND 

Farmer, TV personality and Lloyds Banking Group Farming Ambassador Adam Henson has welcomed new research by the organisers of National Countryside Week that demonstrates the public’s love of the countryside, but he is concerned at how little its economic contribution is valued. “It is great that more than 90% of the public value the countryside for the opportunities it creates for relaxation, fresh air and peace,” he says. “It is a concern, though, that the survey reveals nearly 78% of people grossly underestimate farming’s economic contribution, and almost two-thirds think that farmland accounts for less than half of the UK’s total area when the actual figure is 75%.  “The research certainly illustrates the importance of raising public awareness through initiatives such as National Countryside Week.” National Countryside Week (11 – 18 July) is organised by The Prince’s Countryside Fund and is the brainchild of the Prince of Wales. It aims to help farmers and rural businesses improve their skills and develop business opportunities. Lloyds Banking Group is a sponsor of the Fund, and has offered mentoring as well as financial support. “We fully support the Fund’s aims of helping to develop a dynamic and thriving rural economy with farming at its heart,” says Gareth Oakley, Agriculture Director at Lloyds Banking Group.” The official launch of National Countryside Week takes place on Monday 11 July. A new round of grants worth £250,000 for rural enterprise projects will be announced at the Great Yorkshire Show. The Fund has already given out nearly £500,000 to 13 projects benefiting more than a thousand people in farming communities throughout the UK. Explaining why Lloyds TSB has committed to support the Fund for the next three years, Mr Oakley says: “As a bank we fully believe in the importance of farming and the rural economy. The Fund is providing vital support to groups and individuals to help them produce the food the country needs, protect Britain’s countryside and maintain communities. “But our support is not just financial; it is also practical as the aims of the Fund fit very well with our policy of business mentoring. Lloyds TSB has a nationwide network of agricultural managers who are focused on providing a wide range of financial and banking services to farmers and rural enterprises.” National Countryside Week runs from 11th to 18th July. As well as the announcement of the next round of grants the Prince of Wales will be highlighting the work of the countryside with a number of visits. There is also a photography competition and supermarket sponsor Waitrose will be featuring the week and the Fund in its stores. For more information see www.princescountrysidefund.org.uk - ends –