A BUSINESSMAN says he fears for the safety of his staff claiming they could be killed on a "lethal" traffic roundabout outside his factory.

Brian Jakeman claims the new roundabout on the A442 at Hampton Lovett confuses motorists, causing them to take the wrong exit or run into bollards.

He said drivers regularly make the mistake of driving up to the entrance of The Big Bear factory as it is straight on from the main road.

The exit to the A442 is off to the right.

Mr Jakeman said lorries also sometimes reversed back instead of asking security to let them in so they could turn round in the car park.

"Someone's going to get killed," he said.

"We get at least three incidents a day where vehicles come up our entrance. The natural impression is the A442 is straight, and two signs have been demolished by vehicles mistaking the exits."

He added on one occasion he saw a car nearly overturn before crashing into a bollard.

"If a visitor or member of staff was waiting to get on to the roundabout the vehicle would have T-boned their car, which could have killed them," he added.

"Better signs, rumble strips and traffic calming must be introduced to improve safety."

The roundabout, owned by Stoford Developers, was constructed to serve the new £20m Robert Wiseman Dairy, which is expected to create 500 jobs.

The dairy is the first phase of the Stonebridge Cross Business Park development.

Wychavon Councillor Andrew Christian-Brooks accused developers of putting business before safety.

"I've had many complaints about this roundabout which has been built in the interest of the developer," he said.

"Traffic is set to increase on a massive scale and the situation is going to get much worse."

But Geoff Cox, Wychavon's highways partnership manager, said substantial safety measures were set to be added to the roundabout by developers.

"Signs are to be re-designed and improved and the area of anti-skid material increased," he said.

"The speed limit on the area of road is also to be reduced as part of the county council's initiative throughout Worcestershire villages."

Andy Rowbottom, spokesman for Stoford, said safety was "paramount".

"All the road designs have been approved by Wychavon," he said.

"The normal process is roads are installed then another safety audit is carried out. This has been carried out and we have discussed it with the highways department.

"The site has always been to an approved specification but now the authority feel some changes could be made."