THE problem with doing the exceptional is that, if it’s done often enough, it stops being special and becomes the expected.

It is a problem that the Ludlow in Bloom Group has come to recognise all too well.

Perhaps it is stressing a point to describe winning gold in the Heart of England in Bloom awards as exceptional but it is nevertheless quite an achievement.

On the 14 occasions that Ludlow has entered the ‘in Bloom’ competition it has won an amazing 12 golds.

In Bloom is much more than an academic exercise because it is a very practical demonstration about caring for the town and has a real benefit in adding to the appeal of Ludlow as a tourist town.

Of course, it is not possible to put a number on the economic benefit to the Ludlow economy that comes from ‘in Bloom’ but we can be sure that is very real.

Over the years, the nature of the award has undergone major changes. At one time, it was very much about making places look and smell good.

While this remains important, there are now additional elements that the judges take into account. One of these is community participation and that is why great efforts have been made to involve schools and other groups.

It is also important to remember that the plant pots and other places around the town do not just bloom as if by magic.

The judges arrive in the town in mid-July but this is just a culmination of work that goes on around the year.

There is planning, planting and then nurturing of the plants. Fingers are also crossed as an important element that cannot be controlled is the weather.

What is simply not good enough is to keep doing the same thing year after year because standing still is to go backwards.

For Viv Parry, who has led the ‘in Bloom’ group for many years, the challenge is to keep things fresh and come up with new ideas.

“Every year it gets more difficult because, each time we win, the pressure to keep winning becomes greater,” she said.

There will usually be a theme and this year the organisers have come up with something very different.

For 'In Bloom' this year the theme will be edible plants and this fits well with Ludlow’s reputation for fine food and drink.

It is a risk and there is a legitimate argument that if something is not broken there is no need to fix it so the temptation to stick with traditional flowers and shrubs will have been strong.

The test of the concept of ‘incredible edibles’ will come in September when the results are announced.

But whether another gold comes the way of Ludlow or not the organisers are to be congratulated for their creativity and trying something different.

Perhaps the only fear is that Ludlow’s bid for gold this year does not end up in hungry tummies, or at least not before the judges have called.