A FORMER director of Cheltenham's Literature Festival has been appointed to grow the development of RHS Malvern Spring Festival, the UK's first horticultural extravaganza of the year.

Jane Furze takes over as head of the four day event in May, formerly called Malvern Spring Gardening Show, the flagship show of the Royal Horticultural Society and will oversee the ongoing growth and development of the increasingly successful partnership between Three Counties Agricultural Society and the RHS, the world’s leading gardening charity.

Ken Nottage, chief executive of the Three Counties, said: “We are delighted to welcome Jane to Three Counties where we have been on a path of significant commercial growth and development over the past few years, particularly with RHS Malvern Spring Festival. I would like to thank the team responsible for delivering this so far and I have no doubt that under Jane’s leadership the festival will continue to cements its position as the premier gardening event of the Midlands and South West. Jane brings with her a wealth of corporate and big event experience in senior management roles and we are all greatly looking forward to working with her.”

RHS Malvern Spring Festival is now RHS’s third largest show after RHS Chelsea and RHS Hampton Court Flower Shows. James Alexander-Sinclair, RHS council member and joint chairman of RHS Malvern Spring Festival, added: “We too welcome Jane to this flourishing festival. Malvern is very much on the up and as a major national horticultural showcase for RHS, it continues to inspire gardeners of all abilities. The future looks bright for RHS Malvern Spring Festival”

Ms Furze's career pedigree includes more than 20 years spent at Kraft Foods, where she led the marketing for household brand names such as Cadbury, Kenco Coffee and Philadelphia Cheese, both in the UK and internationally.

After Kraft Foods, she has taken on various roles and pursued personal passions. During four years at Cheltenham Festivals where she was Literature Festival director, Ms Furze delivered double-digit percentage growth in income while building the festival’s profile and reputation in the UK and internationally.