Former Cheltenham Festivals Director appointed Head of RHS Malvern Spring Festival

Thursday 25 August 2016

Three Counties is pleased to announce the appointment of Jane Furze as Head of RHS Malvern Spring Festival, its flagship gardening show. Jane will oversee the ongoing growth and development of this increasingly successful partnership between Three Counties and Royal Horticultural Society, the world’s leading gardening charity.

Ken Nottage, CEO of 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 chair of RHS Malvern Spring Festival said: “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!”

Jane joins the team in August 2016 and her career pedigree includes over 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, Jane’s career has focused on deploying her transferable skills in a different direction whilst following personal passions. During four years at Cheltenham Festivals where she was Literature Festival Director, Jane delivered double-digit percentage growth in income whilst building the festival’s profile and reputation in the UK and internationally. Increasingly strong sponsor support was a feature of Jane’s time with Cheltenham Literature Festival and included a title relationship with The Times and Sunday Times.

Speaking of her appointment, Jane said: “I am so excited to be heading up RHS Malvern Spring Festival and working with the team to ensure it continues to develop its gardening, food and lifestyle themes. In addition to the arts, I am a great lover of gardening and the outdoors – I have been an RHS member for years – so this new challenge plays perfectly to my interests and commercial background. Furthermore, I am proud to play my part in developing the profile of the Three Counties, which include Herefordshire and Worcestershire, along with my own home county of Gloucestershire. The 2017 event is already shaping up to be extra special, so watch this space as they say!”

Mike Warner, Three Counties Joint Chair of RHS Malvern Spring Festival also welcomed Jane to the team. Mike said: “RHS Malvern Spring Festival has a rich heritage; it was founded as a gardening show 32 years ago with the vision of bringing the experience of RHS Chelsea Flower Show to our region. The partnership with RHS which came later made Malvern the RHS’s first show outside London. The renewal that we have seen at RHS Malvern Spring Festival over the past three years continues apace with Jane’s new leadership and we are all eager to see where the next phase takes us.”

RHS Malvern Spring Festival 2017 takes place from Thursday 11 May until Sunday 14 May 2017 and is the only RHS festival in the West Midlands and South West. It celebrates and showcases the best in gardening, food and how we live now. Visitors immerse themselves in RHS Gold Medal winning show gardens – five were awarded in 2016 – a floral marquee with the finest quality of plants for sale and a vibrant food and drink pavilion overflowing with artisan British produce.

For more information about RHS Malvern Spring Festival, visit and on Three Counties Agricultural Society, visit or call 01684 584924.


Notes to editors

About Three Counties Agricultural Society
Three Counties Agricultural Society is a registered charity working for rural industry, the environment and countryside life. Committed to supporting farmers, growers and horticulturists in the region, Three Counties aims to develop the understanding between urban and rural communities. Three Counties hosts an array of vibrant and innovative events throughout the year and also provides a venue for a full range of trade and business exhibitions, equestrian and canine shows, sales, fairs and rallies. Three Counties history dates back to 1797 with the formation of Herefordshire Agricultural Society by John Clerk. Over the years, this has evolved to incorporate the surrounding counties of Worcestershire and Gloucestershire.

About RHS Malvern Spring Festival  
RHS Malvern Spring Festival 2017 takes place from Thursday 11 May until Sunday 14 May. One of the first major RHS shows of the year, RHS Malvern Spring Festival opens the door into the summer season. Renowned for showcasing the latest trends in garden design, plants and innovation, visitors can also expect RHS Gold medal winning show gardens and displays and a plethora of nurseries from the UK and abroad. In 2014, an enhanced food presence was introduced to compliment the established and popular gardening strands. ‘Food’ ensures that the festival remains relevant with modern lifestyle interests. For more information about the show, please call 01684 584900 or visit

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