LEDBURY traders want to cash in on next year’s Big Chill by losing their relaxed approach to revellers.

The verdict comes a week before BBC TV’s Countryfile examines the relationship between the town and the Eastnor event.

Traders have agreed they need to attract more passing trade from the festival and forge a better relationship with its organisers.

Annette Crowe, chairman of the Ledbury Traders Association, said a shuttle bus and delivery service were among the ideas.

“I feel we should be more proactive to draw more people into the town,” said the Past and Present owner. “My shop is not directly affected but there are places that sell beer, food and camping equipment and everything they need.

“It would also reduce the number of cars on the road, and if you’re selling items directly then you’re reducing the carbon footprint.”

The BBC1 programme faturing the festival and Ledbury is scheduled to be aired on Sunday, August 22and includes an interview by presenter John Craven with Talbot landlord Andy Ward.

The presenter also chatted to revellers at the Deer Park event, which attracted 30,000 people and featured the likes of Lily Allen.