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"For example, if you like ferreting, you can tick that you like ferreting," explains Lucy, adding with a hint of the kind of humour that has helped make Muddy Matches such a hit: "Although, obviously, not might like ferreting." For those who are particular ferreting fans, and you know who you are, there is an option to tick the appropriate box in the section on "interests" as you create an online profile.
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.
They know what they're doing, and they do everything for you.
"Being a member of It's Just Lunch is like having trusted friends set you up, but even better, because they're professionals.
"For example, Emma would certainly be muddier than me," admits Lucy.
"She lives and works on the farm, whereas I have spent quite a bit of time abroad, and lived in London for a while, although I'm pretty much based in the country all the time now." The two matchmakers had no concerns about any negative connotations surrounding the concept of internet dating.
Now the Reeves girls are ready to bring their formula to Ireland, and have altered their site to make sure that "Irish muddies" can be accommodated.
"Hand on heart, when we originally launched the site, it was open to Irish members, but we hadn't really considered the Irish market very much," admits Lucy somewhat sheepishly.
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."The only thing you can't have to be 'muddy' is an aversion to mud.That's the one thing that unites all country people from all walks of life, whether it's a farmer who breathes the air of country life and never sets foot in the town, or someone who just likes a walk in the country at weekends." The important thing, she points out, is that people with specific country-related interests should feel free to express them within the Muddy Matches site.All couples have to do is show up." We treat you as a person, not a website profile.It's Just Lunch recognizes that each of our clients is unique, and that their attributes, experiences and life goals shape the type of relationship they are looking for.