A BRANDED English Mistletoe Festival complete with a mistletoe queen could be the way for Tenbury to keep its world-famous annual holly and mistletoe auction.

That's the idea being mooted by interested parties, keen to keep the event in the town.

The first of this year's auctions is due to take place at the livestock market at the end of this month, but could be the last in its current format since Brightwells Ltd sold the site to William Chase, owner of potato chips company Tyrell's.

When the sale was announced, at the beginning of September, Brightwell's joint managing director Richard Grainger said that Mr Chase had assured them an area of the site would be available for future holly and mistletoe sales but concerns over the event's future have prompted the festival idea.

Now a small non-political steering group, comprising of town and Teme Valley residents, has been set up to produce a feasibility study.

The former licence holder of the town's weekly Round Market Mr Reg Farmer said: "This is an opportunity to build on the international success of a unique market of its kind and a well-planned festival linked to it could become a major attraction, adding to the seasonal economy of the town.

"We also intend to establish 'Tenbury Wells English Mistletoe' as a brand name."

International mistletoe expert and local grower Stanley Yapp said: "This is the way forward if we don't want to lose the annual market.

"There are plenty of small market towns waiting to snap it up but it is and belongs to Tenbury and we must fight to keep it.

"Our mistletoe is uniquely English and very much sought after across Europe."

The many seasonal buyers include fashionable Knightsbridge stores Harrods and Harvey Nichols and, three years ago, 'Material Girl' Madonna bought large quantities for her various homes.

Tenbury mistletoe was also chosen by the Royal Mail for the 2002 Christmas postage stamps, linking it to the rest of the world.

Town councillors are determined to keep the Tenbury mistletoe link.

The Mayor, Councillor Maureen Pardoe said: "These sales are not only a Tenbury tradition, they are a vital part of the town's economy and we will be doing all we can to sustain it.

"We are looking at other options, possibly council-owned sites, which could accommodate the mistletoe and holly auctions; it is imperative that they stay in our town."

Reg Farmer added: "We need to get started now and crown a mistletoe queen at this year's auction.

Contact 01584 881275 for details.