HEAR ye! Hear ye! Bromyard's new town crier is Peder Nielsen.

Councillor Nielsen will be confirmed in the role at the annual town criers' festival in May.

He takes over from Peter Dauncey, who is moving to Wiltshire to take up a similar job.

Although looking forward to his new role, Coun Nielson confessed that too much wine may have been the reason he put himself forward in the first place.

This came about when Coun Dauncey was telling Coun Nielsen about his plans to move away and his concerns about who was going to take over his job.

"The one thing I didn't want was to have Bromyard without a crier," said Coun Nielsen.

"Next thing I heard myself say was that I could be interested - one glass of red wine too many."

In the sober light of day, Coun Nielsen said tradition and ceremony were the reasons why he was taking on the role.

He said: "Market towns often had their crier, who could also double as bodyguard for the mayor. I'd like to think that this tradition lives on here in Bromyard.

"Also, thanks to the efforts of Peter and Joan Dauncey, the annual town criers' festival attracts people not just from Britain but from Europe as well. It makes our town very special."

Coun Nielsen said he was looking forward to travelling the country and meeting new people.

"I think acting as an ambassador for Bromyard at local and national events tops the bill for me," he said. He will take over on Sunday, May 6, and his first appointment will be at a civic reception for Bromyard's Tanzanian visitors.

He will be assisted by the crier's escort, his partner Jan and mascot Disraeli, a wire-haired dachshund.

Coun Nielsen thanked Coun Dauncey and his wife Joan for everything they have done for the town.