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Lucy attributes much of its success to the fact that people involved in rural life face serious challenges when it comes to meeting people by more traditional routes."If you've exhausted all the talent in your local pub, it's quite difficult," she says.Other options including "walking - dog walking", "walking - gentle strolls", "walking - hiking" or "walking - to the pub and back." This approach helps open the site to a wider audience, in recognition of the fact that even like-minded country-folk can vary in terms of their interest in all things bucolic."For example, Emma would certainly be muddier than me," admits Lucy.“The web is already a vital business tool for many users familiar with the Farmers Weekly brand.

We made this site, Maverick Matches, because we know that the best way to meet someone is through a shared interest and, like us, there's a huge amount of thrill-seekers out there who love action sports.

"Imagine you're on a farm and you're tied to your farm on very strict hours.

You can't go that far if the cows need milking at 4am, so it's very difficult to get out and find new social circles and ways of meeting people." It's not just for farmers, however.

Online dating from Farmers Weekly Interactive is the new service to help you find a companion or love in the countryside.

Thanks to a link-up with Muddy Matches, FWi can now offer you the chance to search for your perfect partner or friend with similar – or different! “This is a really exciting development for FWi,” says online editor Julian Gairdner.

We are a member of the Online Dating Association (ODA) which was set up to ensure high standards of behaviour by dating service providers serving the UK.

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