THE man who has worked tirelessly to champion the cause of rural Cumbria is stepping down from his role as chairman of the Cumbria Rural Enterprise Agency today (Friday).

John Dunning will announce his retirement to business leaders in his final speech after 20 years as founder chairman of the agency, at the Lowther show.

Mr Dunning has dedicated his working life to helping Cumbria's rural economy and is most widely associated with Westmorland Motorway Services Ltd. - the only independently family-owned and award-winning service area in England.

After starting out as a Cumbrian farmer, Mr Dunning became a director at Westmorland Services Ltd. and went on to be chairman of Cumbria Rural Enterprise Agency (CREA), later known as Business Link in South Lakeland and Eden before reverting to its original name.

Mr Dunning played a leading role in Westmorland Services Ltd's efforts to create the innovative Rheged Discovery Centre at Penrith.

He was also chairman of Orton Market Hall, a board member of the North West Development Agency and was also placed among the 20th century's achievers when he attended a luncheon in the presence of The Queen in 1999.

Mr Dunning's vision and leadership was credited with prompting the setting up of CREA in 1984. The agency, which has offices in Kendal and Penrith, has since gone on to become a major rural economic regeneration force in Cumbria, employing 90 full and part-time staff.

CREA assisted more than 5,000 rural businesses in Cumbria last year alone.

One word that stood out among Mr Dunning's achievements was "sustainability". His businesses were successful and he always wanted to maintain the beautiful landscapes of Cumbria even the Tebay service station was designed to fit in with surrounding farmland.

CREA executive director Bob Clark said: "We cannot overestimate the innovation, leadership and enterprise John has brought to rural Cumbria over the last 20 years.

"Before Cumbria's 2001 foot-and-mouth epidemic, our rural areas had as little as £1 million of annual financial support coming in.

"Largely due to the driving force of John Dunning, we have been experiencing nearer £20 million each year since foot-and-mouth, and over the next three years the NWDA has committed a projected £40 million a year in financial assistance for our county."