The aims of the initiative are to forge a long term strategy for achieving beneficial landscape change and environmental improvements.

To achieve the strategy the objective is to strike a balance between, on the one hand, industrial and economic development and the protection of the livelihood of farmers and other people working in the area, and on the other hand, landscape improvement, the creation of new habitats, and the provision of new recreational opportunities. It will need the efforts of a wide range of people and organisations to bring it to fruition.

9 key aims for the project have been identified:

1. Regenerate the river corridor and improve its quality, in accordance with the Staffordshire Landscape guidelines and the National Forest Strategy
2. Make the National Memorial Arboretum an important local, regional and national tourist attraction
3. Provide opportunities for diversification of farm incomes
4. Consider the opportunities for providing facilities for water based sports and active recreation in response to demand for these activities
5. Increase the level of informal recreational use
6. Increase the level of habitat provision (eg wetlands, reedbeds and appropriate woodlands) and specifically to meet the habitats and species action plan targets as included in the Staffordshire Biodiversity Action Plan and National Forest Biodiversity Action Plan;
7. Fully utilise the natural resources of the project area to the benefit of the local community
8. Prevent sterilisation of available mineral resources
9. Identify opportunities to create additional employment and to complement existing or future economic initiatives developed by the County and District Councils

These aims are to be achieved through the development of an action plan, so that the overall vision can be realised.

If you or your organisation have ideas, however large or small, that could contribute toward achieving the Central Rivers Vision, contact Steve Potter (tel; 01785 277260) or Janet Clarke (tel: 01785 277293)