THE council has been dealt a blow after the operator of Bromsgrove’s market announced it was pulling out of running the event as it is not ‘financially viable’.

CJ Events Warwickshire served notice to end their partnership with North Worcestershire Economic Development and Regeneration (NWEDR) in June.

NWEDR, which manages the market contract on behalf of the council, will work with the council to find new operators within the next few months.

But in a hit to the council – and its bid to now find new suitors – CJ Events bosses claimed the site is not successful enough and lacks financial benefit.

Company director Jamie Walker said: “Since taking over the market in February 2016, we have tried a number of ways to improve the three-day market, all of which haven’t been as successful as they have been across our other markets.

“We’re a commercial business, and we need to ensure there is a financial benefit in us operating this market, at present it’s not viable.

“We'd like to take this opportunity to thank all the traders, businesses and visitors for their support over the past two years.”

Bromsgrove District Council, who will begin the procurement process in March, insist the high street has flourished in recent years.

And they're eager for any new partners to share their bright vision for the town.

Cllr Karen May, whose portfolio covers Economic Development, said: “Bromsgrove is a market town so it’s an important part of our heritage.

“Over the last couple of years particularly we have seen Bromsgrove flourish with new independent and high street names coming to town.

“We are taking this opportunity to look for a market operator who will complement our thriving town, our events and promote our ever-growing community spirit and, most of all work with us to continue to create an even better Bromsgrove.”

Sanders Park councillor, Labour's Margaret Buxton, whose ward includes part of the centre, added: "Naturally, I am disappointed that the council could not find a provider who was more committed to making the market a viable and profitable place.

"The market is a key feature of the town. It is enjoyed by shoppers and we do not want to lose it."