STOW residents are being urged not to be sniffy and get behind next year's British Cheese Awards.
Awards organiser Juliet Harbutt has confirmed that the awards, which were held in Stow for the first time this year, are coming back again in 2001 and will take place on September 28 and 29.
The last event attracted about 6,000 people to Stow, despite a cautious response from some residents and businesses.
Now Ms Harbutt and Stow Town Council are urging traders to throw their weight fully behind the event and get into the spirit of things.
Town councillor Robin Jones said that several other towns have expressed an interest in taking over the event, bit Stow was likely to keep it for the next few years at least.
He said: "A lot of local businesses made quite a lot of money out of it in the end and Juliet would like to see a little bit more support from them. I think we will get it now."
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