Newcastle-under-Lyme has won Gold and the Business Improvement District (BID) category for the third consecutive year at the Heart of England in Bloom awards, announced on 22 October 2026.
The LoveNUL in Bloom entry, led by Newcastle-under-Lyme Business Improvement District in partnership with Newcastle-under-Lyme Borough Council, also received the discretionary Landscape Award. Local historian Jim Worgan received the Chair's Award for his contribution to sharing and preserving the borough's heritage.
The judging visit and what impressed judges
Regional judges visited on 29 July, touring Brampton Museum and concluding in Queen's Gardens. During the visit, businesses, volunteers, community organisations and council teams showcased work to create a cleaner, greener and more welcoming town centre.
The judging tour highlighted planting schemes, heritage projects, public art, community safety initiatives, markets and cultural activities, alongside regeneration work shaping the town's future.
Landscape Award and sustainable planting
The Landscape Award recognised Newcastle-under-Lyme Borough Council's shift from traditional annual bedding displays towards more sustainable planting, including mixed shrubs and herbaceous perennials.
Judges highlighted a decade of work to redesign major roundabouts around the town centre and improvements to the area known locally as the Bear Pit. They also praised changes introduced in March 2025 to town centre planters, raised beds and approximately half of the formal planting beds in Queen's Gardens.
Judges described the transition as a "brave move", saying the planting "looked stunning" and recognised the work to maintain colourful, attractive public spaces through a more sustainable approach.
Jim Worgan's Chair's Award
Jim Worgan, a former miner of 32 years and the last curator of Chatterley Whitfield Mining Museum before its closure in 1993, received the Chair's Award. The award recognised his longstanding contribution to the judging visits and his dedication to sharing Newcastle-under-Lyme's history.
A familiar face on the annual tour, Jim introduces judges to the stories behind the sculptures at Brampton Park and the royal memorials in Queen's Gardens. He has spent four decades researching local history and was granted the Freedom of the Borough in 2021. Jim continues to share his expertise through local groups, societies and public talks. Judges praised his generosity with his time and knowledge, describing him as a "living repository of the history of the Borough".
What council and BID leaders said
Charl Pearce, BID Manager at Newcastle-under-Lyme BID, said: "What I love about Bloom is the opportunity to bring together the people behind so many different aspects of town centre life. From planting and public art to events and heritage, July's visit showed just how much is happening in Newcastle and how many people play a part. To receive Gold and win the BID category for a third consecutive year is a lovely recognition of that shared effort and the commitment people continue to show to Newcastle."
Councillor Andrew Fisher, Cabinet member for Residents' Services and Neighbourhoods at Newcastle-under-Lyme Borough Council, said: "Winning Gold and the BID category for the third consecutive year is a fantastic achievement and a real credit to everyone who helps make Newcastle town centre a place we can all be proud of. The Council is leading major regeneration work to help shape the future of our town centre, and initiatives that enhance its appearance and celebrate its character are an important part of that wider picture."
Nigel Davies and Jane Tunicliff, Co-Chairs of Newcastle-under-Lyme BID, said: "An attractive, welcoming town centre makes a real difference to businesses, residents and visitors. It's wonderful to see Newcastle's character and the work that goes into caring for it recognised in this way."
About the Heart of England in Bloom awards
Heart of England in Bloom recognises horticultural achievement alongside environmental sustainability, biodiversity, community participation, cleanliness, heritage and conservation.