Press Release

Kissing under the mistletoe is very much part of Christmas. However, growers and traders in Worcestershire, the UK's mistletoe county, are concerned that swine flu fears might damage sales in 2009 as people shun the tradition for fear of passing on germs.

Worcestershire's mistletoe auctions are crucial to the local economy. Running from 24th November to 8th December, an estimated 500 tons of mistletoe are sold each year to buyers who come from all over Britain, representing a much-needed annual revenue to local people. Nick Champion, mistletoe auctioneer supreme, says:

"British Mistletoe growers need support. There are hundreds of growers and traders that rely on the mistletoe season for their livelihood. The last thing we need is people worrying about kissing at Christmas and we're really hoping that people aren't going to be put off buying mistletoe because of some health scare".

But does that festive smacker really risk the spread of swine flu? Destination Worcestershire has called in social etiquette experts, Debrett's, to advise on the 'dos and don'ts of kissing under the mistletoe' to avoid this problem together with other social faux pas (see editor's notes for complete guide).

Commenting on the role, Debrett's etiquette advisor, Jo Bryant, said: 'It's medically proven that a peck on the cheek is much more hygienic than a handshake. People carry billions more germs on their hands so 'cheek-to-cheek' kissing, French-style, is a healthier greeting by far".

The BBC Good Food Show at Birmingham's NEC will see the launch of the Kissing With Courtesy Campaign - Destination Worcestershire is providing every stand at the show with a mistletoe sprig to encourage the tradition and suggesting people pay a £1 a peck to support BBC Children In Need at the same time. Debrett's Jo Bryant will be on hand to give people mistletoe kissing lessons to allay any fears.

Also attending will be world mistletoe expert, Jonathan Briggs, to answer people's questions on mistletoe and advise on all its associated traditions, as he explains:

'The symbolism of mid-winter mistletoe goes way back into prehistory - and it's not just about kissing.  It has been used as a peace symbol since Roman times. And old traditions suggest that hanging up mistletoe will drive evil spirits from the home. Another belief, still widely held across Europe, is that a gift of mistletoe bestows good luck on the recipient. Kissing is optional - but it probably helps!'

Destination Worcestershire on behalf of regional development agency "Advantage West Midlands", have brought together the "Visit the Heart of England" stand (Stand HEFF 1) for the exhibition where a host of regional and seasonal specialities will be offered on a daily basis in addition to mistletoe, kissing advice and great ideas for seasonal short breaks.

Kissing With Courtesy coincides with the start of the Tenbury Wells Mistletoe Festival in the north-west corner of Worcestershire where the first wholesale auctions on the 24th November signal the start of a 3 week mistletoe season including the Mistletoe Festival.

ENDS

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