The man behind one of the world's biggest food fights says Coxheath should be proud, despite losing its bid to win Village of the Year.

On Thursday, the village appeared on the Channel 4 competition, presented by Dame Penelope Keith, vying for a place in tonight's (Saturday) south east regional semi-final.

But the village's renowned custard pie-throwing championships, which celebrated its 50th year during filming, was not enough to put Coxheath through.

The event was described as "laugh out loud funny", but judges failed to see past the event, and it was the first to be dropped, before the panel eventually selected Findon, much to the upset of custard pie championship chairman, Mike Fitzgerald, whose brother is from the West Sussex village.

He joked: "All they've got is hills and nature, Coxheath doesn't have lambing to offer, it has a history of highwaymen."

Three Kent villages had appeared in this week's competition, with Penshurst and Goudhurst both failing to beat top competition.

Mr Fitzgerald said: "We did a great job, to be one of 76 entrants across the country is a great achievement.

"I thought it was a pity they didn't pick up on the fact that the custard pies helped raise money to build the village hall and brings the community together each year, but we should be very proud of ourselves.

"Of course, we should have made the final."

Village of the Year with Penelope Keith continues tonight (Saturday) at 8pm on Channel 4.