Work has started to ensure that the whole of Cumbria benefits from the Lake District's new World Heritage site status.

The chief executive of Carlisle-based H&H Group has pledged to lobby government to ensure rural businesses are supported and believes focus must now be on taking the county forward for future generations.

Brian Richardson said: "At H&H, our business is very much tied to the rural and farming economy of the area which does so much to create the landscape and the future fortunes of farming and is critically important in maintaining that managed landscape in the future.

"Work can now continue to maintain what we have and also to develop the economic benefits that may accrue."

The future of farming is uncertain due to Brexit and what may happen when EU support arrangements end.

Mr Richardson said: "It is a critical time for farming’s future.

"H&H will be working hard on behalf of our customers to lobby Government on their needs and requirements, and where support can be targeted with environmental support in the future."

Mr Richardson has paid tribute to the 25 organisations of the Lake District National Park Partnership that successfully bid for the World Heritage status - but warns that everyone now has a part to play.

He added: "It is now up to all in the Lake District to take advantage of this and make sure it is maintained as a working landscape - it’s not a museum and must be maintained and enhanced in the future."

The Lake District's new world standing comes just weeks before a new rural and visitor economy growth plan is due to be published by the Cumbria Local Enterprise Partnership (LEP).

Its chairman George Beveridge said of UNESCO's announcement : "It is a fantastic platform from which to ensure economic growth for rural communities, and especially for key sectors such as food and drink, hospitality, outdoor activities, attractions and events."