KENT'S rural shopkeepers are fighting back after years of decline and closure. Many are playing a leading role in the Rural Shops Alliance (RSA) launched less that two years ago.

The RSA now has 4,500 members in England and Wales out of a total village shop population of 12,000. All village shops in Kent belong through the umbrella of the Kent Rural Community Council.

The national organiser lives in Maidstone and two shop proprietors John Maxwell-Jones, of the award-winning Burgess Stores in Goudhurst, and Phil Brown of Sevenoaks Weald Post Office both play an active role on the national steering group.

The RSA is now recognised by Defra, the Small Business Service, the Countryside Agency and Food Standards Agency as the authoritative voice of village shops.

While foxhunting overshadowed the plight of rural businesses in the Liberty and Livelihood march held in September, Mr Maxwell-Jones said he was not too concerned.

"Because we are now officially recognised with the Government as representing the voice of village retail businesses, this is going to stand us in greater stead than having marches," he said.

Mr Maxwell-Jones admitted that rural shops could not always compete with supermarkets on cost grounds, even though buying co-operatives were bringing some prices down. But cost should not be the only yardstick, he said. Small shops were friendlier.

"The village shops are able to offer services that are not available from supermarkets. They are on the spot, the original convenience store."

They also attracted tourists to an area, Mr Maxwell-Jones added. This summer, Burgess Stores was highly commended in the Welcome to Kent category of the Kent Business Awards sponsored by Hoverspeed.