THE streets of Pershore were awash with the colour purple as thousands of people gathered for the ever-popular Plum Festival.

The month-long celebration of the Vale of Evesham's most famous fruit culminated yesterday in a day of activities and events held throughout the town.

Plum Princess Olivia Holder, aged 10, and her attendants arrived at the festival’s opening in style on board a luxury plum-coloured trike.

Trevor Harrison, also known as Eddie Grundy in long-running radio series The Archers, officially launched the proceedings, paying tribute to the “dedication” of organisers and local businesses.

Visitors enjoyed a feast of entertainment, including music from brass and steel bands, strolling minstrels and choirs.

Producers lined up along Broad Street with examples of their finest plum flavoured fare, such as jams, cake, scones, and even scented lip balm.

Classic cars, ranging from Minis to Porsches, were on display in the town’s Abbey Park, while plenty of plum-themed goodies saw crowds gathering in Plum Alley, near Asda.

Shopkeepers went all out to put together impressive window displays, with the Thai Legend restaurant chosen as the winner for the second year running by antiques expert Henry Sandon.

Testicular cancer survivor Matt Wakefield spent the day in a bath of plums to raise awareness of men’s cancer and the Orchid charity.

Angela Tidmarsh, chairman of the Pershore Plum Festival Committee, said she was delighted to see a large show of support.

“I think this year’s festival has gone really well,” she said. “The whole town has come together. It’s great for Pershore.”

Val Wood, committee secretary, said 2011’s festival had been the “biggest and best yet”.