The new chairman of Ledbury in Bloom was among the supporters at the group's Christmas fair at the Market House on Saturday.
Sue Holland, of Fairfields Road, takes over from long-serving Tom Deane, who stood down at the recent annual meeting.
Around 100 people visited the fair, which raised £246.
Ms Holland has outlined her approach to next year's campaign. She said: "I want to win year after year. We may not win but we'll have a huge amount of fun, I guarantee that. It's going to be hard but we can't go for consolidation."
Ms Holland, organiser of the Ledbury Festival Dancers, said she was concerned that the vibrancy of Ledbury in Bloom was down to an ageing group of 'movers and shakers' and that more young blood was needed. One idea is to link traditional events, such as litter-picking and preparing flowerbeds, with fun events such as a barbecue.
Ms Holland brings experience to the position, gained through her involvement with the Ledbury Festival Dancers, the carnival committee and the English Festival.
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