For Lucy and Emma Reeves, two farming sisters from Northamptonshire, their original idea came in the form of a social networking site catering for country-minded people.
They will also dating media sources including blogs, TV programmes and magazine columns.
However, there is one thing that unites all these people: they are not afraid of a bit of mud, and hence the term 'muddy' was coined.
Helping country people to make friends and find love 365 days a year, Muddy Matches provides rural singles with a professional online dating service.
E-harmony dedicates a lot of time to setting up an accurate profile based on character and what type of person you are looking for.
They pride themselves on pairing up couples that lead to meaningful connections.
Niche dating website Muddy Matches has been selected as one of the finalists in the categories of ‘Best Specialist Dating Website’ and ‘Dater’s Favourite’ alongside seven other websites in each category.