Ledbury residents have been told "it's not the winning, it's the taking part that counts", as the town prepares for another assault on the Britain in Bloom title.

After coming second to Alcester, in Warwickshire, for three years running in the small towns regional category, Ledbury is preparing to mount a strong challenge this year.

offers of help and sponsorship towards the Ledbury in Bloom effort have been "phenomenal", according to campaign secretary Chris Clarke.

Mrs Clarke, supervisor at Ledbury Tourist Information Centre, praised the continued high level of community support in the week that the Ledbury in Bloom 2000 brochure was launched.

She said: "There are the unsung heroes of Ledbury in Bloom, people who pick up litter day after day. We know they do, because we see them, and in many cases we don't even know their names.

"A lot of people say we have to win this year, and say that's what it's all about. But it's not as important as the 'feel good' factor, community involvement and the town being improved."

New to Ledbury this year will be the £3,000 Millennium garden, paid for with £1,000 from the Town Council and sponsorship from the community at large.

Ledbury in Bloom chairman Tom Deane, who made his plea for sponsorship at last week's Town Meeting, said that several offers of sponsorship for the new garden had been received already.

The design of the garden was decided by a competition, which was won by local landscape gardener Stephen Lodge.

Mr Lodge's plan, together with ideas from other entries, will be incorporated into the final design.

It is hoped that the garden at the entrance to Bye Street car park will be ready and unveiled in time for the Britain in Bloom judging in July.

It will feature a paved seating area with benches and an ornamental tree.

It will also have flowerbeds based on the Swedish flag, in honour of Ledbury's twin town, Stromstad, and also beds based on the flag of St George.

This year, the Ledbury in Bloom Committee, in line with its policy, is stressing not so much the drive to win, but the benefits to the town in taking part.

Mr Deane said: "We're doing this for the people who live here and those who visit. The idea of beating Alcester is secondary to our aims."