Shop locally and save jobs – that is the message from business leaders today as the Leicester Mercury launches a campaign to support the county's traders and producers.

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 an recession, which was officially confirmed on Friday, as well as the huge pressure of competing with the power of the supermarkets.

Martin Traynor, managing director of Leicestershire Chamber of Commerce, said that if people changed the way they shopped it would save livelihoods.

He said: "If people shop locally as much as they can it will most certainly save jobs in the county and help our local businesses to grow and prosper.

"We should be trying encourage all large companies and their colleagues in the public sector to buy from Leicestershire businesses."

Multi-millionaire entrepreneur Tom Joule, founder and managing director of the Harborough clothing firm Joules, backed the campaign.

He said: "Shopping locally is a good idea for so many reasons. You save time and petrol, which is good for the wallet and the environment, you get to deal with friendly, familiar faces and you seem to get much better service.

"There's nothing better than a strong retail community – both for those running the shops and those shopping in them."

Jaffer Kapasi, director of the Leicestershire Asian Business Association, said: "The problem has been that people don't know what's actually from Leicestershire. There are still textiles products and knitwear available that are made in the city and engineering companies as well.

"Our members find that using local businesses is generally easier and can allow better prices to be negotiated."

Diet and fitness guru Rosemary Conley, from Quorn, urged people to make the most of the food available in the county.

She said: "Leicestershire has some of the best food producers.

We should also all support our local shops because we have a great selection and there's something for everyone in the city and the county. I always do."

Sean Hope, who owns the award-winning Red Lion, in Stathern and the Olive Branch, in Clipsham, Rutland, said buying food from farm shops was a healthy, cheap and fun way to live.

He said: "There are farm shops all over the county selling fresh fruit and vegetables – and because it's seasonal it's often cheaper than the food in the supermarkets."

Leicestershire Food Links, which represents producers, is launching a new website with information about farmers' markets and farms which people can buy directly from.

Sandra Herbert, the organisation's chairwoman, said: "It is more nutritious because it's fresher, there is less packaging, it hasn't been driven across the country, it's not processed and it helps support the wider local economy."

Know a fantastic farm shop, top tailor, great greengrocer or marvellous manufacturer in Leicestershire? We want to hear about them.

Over the coming weeks, the Mercury plans to publish readers’ recommendations – to help more people shop locally and discover more great Leicestershire stores and producers. Send your details, by e-mailing:

newsdesk@leicestermercury.co.uk