A FARM retailer from the Ribble Valley who chatted with Prince Charles about rural businesses is USA-bound to represent British businesses on a fact-finding mission.

Simon Barnes, 34, owns the Bashall Barn Farm Shop and Cafe near Clitheroe and is to undertake the trip on behalf of the Farm Retailer Association.

He will spend seven days looking at farm retail and direct selling operations in North Carolina, then report back to the association's 400 members.

It is not the first time that Simon, who opened his successful farm diversification at the height of the foot and mouth crisis, has acted as a representative of rural businesses.

He was invited to chat to Prince Charles during his visit to the Ribble Valley last month on the opportunities and challenges facing the rural economy.

"The trip will give me the opportunity to find out how we can encourage more people to buy, think and act locally.

"Rural businesses took a battering from foot and mouth, but as a result farmers are becoming aware that a small-scale local approach is attractive to customers.

"Customers like to know where their meat and groceries come from and that's why farm shops and farmers' markets are becoming increasingly popular.

"This is a vital process for the countryside economy. We are proud of our home-grown produce and this mission to North Carolina will allow me to see how the Americans get the message out."

The visit will culminate in Simon's attendance at the North American Direct Marketing Association annual conference.

Simon added: "Our American colleagues have strong ideas about making the most of farm retailing and I am looking forward to spreading the word among British retailers on my return."

Bashall Barn was the first farm shop and caf in the county to be awarded the prestigious Les Routiers seal of approval.

Simon's parents have farmed at the site for 25 years and he opened the farm shop and cafe to strengthen the business.

The shop stocks local produce, including cheese, meat and ice-cream, and gift items, including glass products produced on-site by a glass artist.

Only two other farm shops in the North West are Les Routiers accredited.