The Leicester Mercury has become the latest regional title to launch a recession-busting campaign aimed at helping local small businesses through the downturn.

The Northcliffe daily is encouraging its readers to use markets, independent retailers and farm shops in its 'Support Your County' campaign.

In a campaign launch message, the Mercury said: "We want our army of readers to back the campaign and use our markets, small stores and farm shops more frequently.

"And we want companies and other organisations to do their bit by making sure they use local suppliers.

"It has never been a more important time to buy local as traders face the struggle of a recession as well as the huge pressure of competing with the power of the supermarkets."

The Mercury is carrying details of local firms, some synonymous with their towns for decades, such as butchers, bakers, tailors, DIY shops and farmers' markets.

And staff have been out and about around the city and wider county bringing posters to retailers to put in their windows encouraging shoppers to stop by.

As the campaign unfolds the Mercury plans to publish readers' recommendations about where to shop and what they can find there.

Local business leaders and groups have been quick to back the campaign including Leicestershire Chamber of Commerce and multi-millionaire clothing entrepreneur Tom Joule.

Deputy editor Richard Bettsworth: "Local stores already have it tough because of the massive power of the supermarkets. The recession has made life even more difficult for them and some will be in danger of going out of business which will mean job losses and less choice for shoppers.

"People may feel powerless to do much about this but our message is that by making a little more effort to use these stores more frequently and also to buy local produce we can help to protect businesses and safeguard jobs in Leicestershire.

"We are giving out hundreds of posters to shops which spell out the simple message: 'Buy local, buy here'.

"We are also planning to promote a particular day, which will be decided with the help of county business leaders, on which we will be asking people to do all their shopping in local stores.

"Our hope is that united action by our readers will make a real difference and help to keep people in work."

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