BROMSGROVE'S Town Crier has replied to criticisms that his strident tones lured customers away from the town centre last Saturday to shop at Safeway's refurbished store at Aston Fields.

Kevin Ward, from Sidemoor, who has been informing townsfolk of events in the time honoured way for 17 years, upset some people when he was engaged by the supermarket to tour the town on Friday and Saturday.

Sarah Hatfield, from Wellington Road, a staunch supporter of the town and its traders, stormed: " We are constantly told High Street is dying and are urged to support the shops.

"It was worse because it was farmers' market day on Saturday and some of them, and the regular shopkeepers, were not happy about having customers urged to go to the supermarket."

Kevin, who is a member of the Court Leet, and who is usually heard more on fair day and at the carnival, said while he is available for "hire for advertising" purposes he abides strictly by rules set down by the body which oversees town criers.

He said: "I try to be fair to all concerned and would positively refuse to cry for businesses that drew custom away from the town. I have previously refused to cry for Merry Hill in Bromsgrove.

He went on to apologise to traders, whom he and his family regularly support, for any offence caused.

But he said Safeway is an established and respected employer which brings customers and revenue to the district.

He said he was disappointed traders had not approached him personally on Saturday, adding they were free to engage him to make use of his proven skills on their behalf.

Court Leet Bailiff, David Turner, said profits from the town crier's activities, outside official duties, are given to the bailiff's chosen charity at the end of the year.