STOURBRIDGE UKIP candidate James Carver says disillusioned Labour and Conservative voters are turning to the purple party in what he branded "the Heineken effect".

Mr Carver, already an MEP for the West Midlands, said: "UKIP are reaching the parts other parties cannot reach."

The 45-year-old believes this General Election will change the face of British politics forever and he said he's been "delighted with the response" on the doorstep across Stourbridge.

He added: "People have been inspired by our vision of Britain and 20 per cent of UKIP support is coming from people who haven't voted in the last two elections. That's because we're not frightened to speak out on issues that concern people from all backgrounds.

"People are becoming increasingly switched off by what I term 'the establishment'. We are picking up support from everywhere. I've even been picking up support from houses which have Labour posters in their window."

Mr Carver, who ran a family umbrella-making firm before becoming an MEP, added: "We've got the strongest activist base we've ever had and I expect us to take Dudley North and I think we'll have a strong showing in Dudley South, Stourbridge, Halesowen and Rowley Regis, in fact right down to Wyre Forest.

"I'm also convinced UKIP will increase representation on Dudley Council.

"When I've been out canvassing, the most popular topics which keep coming up are concern over the NHS, immigration, the bedroom tax and zero hours contracts.

"But people have also been taken on our Save the Pub campaign and our pledge to abolish hospital parking charges and support for small business."

Labour's Pete Lowe concurred that the UKIP vote is an unknown factor in the election but he said essentially he believes it’s a "straight fight" between Labour and the Tories who have a 5,164 majority in Stourbridge.

He added: "It's between myself and Margot James and the fight is on for the last seven days to see if Stourbridge wants its first locally born MP in history. We've been out canvassing three times a day and will continue to do so right up until 10pm on May 7."

Ms James, who was elected in 2010, said she’s not complacent but she hopes her record of having “helped thousands of constituents” and led initiatives to help improve opportunities for young people and businesses will be enough to win her another victory in Stourbridge.

Bookmakers Paddy Power have Ms James on odds of 1/3 to retain Stourbridge, while Labour's odds to take the seat are 9/4, with UKIP at 25/1 and both the Lib Dems and Greens at 100/1.

All of the candidates are set to be quizzed at a hustings event hosted by Stourbridge radio station The Bridge tomorrow (Friday May 1).

The debate, which will be broadcast live on 102.5 The Bridge, will take place at St John's Church, St John's Road, from 7pm.

It is free to attend but tickets should be booked in advance online at http://thebridgeradio.net/elections/

For General Election candidate profiles and more election news, including a list of local election candidates, click here.