Reform UK will try to oust Kemi Badenoch by using a US-style primary to find its candidate to fight her Essex seat at the next general election.
Every resident of North West Essex constituency will have the chance to choose who stands for Nigel Farage’s party, even if they are not a member.
In what is already expected to be a hotly-contested constituency, Reform hopes the move – which emerged on the eve of Ms Badenoch’s speech to her party conference in Birmingham – will help them build support for their pick.
The final choice will be made through a vote at a public event hosted by Mr Farage.
Open primaries are held in a number of US states and allow voters to take part in the selection of Democrat and Republican candidates even if they are not party members.
Ms Badenoch would be a huge scalp for Reform. She won her seat in 2024 with a majority of just 2,610, on a night in which dozens of Tory MPs were kicked out of Parliament by voters. But a surge in support for Reform since then saw the party take Essex county council from the Tories in May.
“The people of North West Essex will be able to select a candidate that will actually show up for the area and form part of the next government,” a Reform spokesman said.
“Reform UK members will be out in droves every day until the election showing that only Reform can win in this seat and beat Labour at the next election.”
Mrs Badenoch has repeatedly ruled out any electoral pacts with Reform.
The primary will be held in November as speculation mounts Andy Burnham could call an early election next spring and will be live-streamed so residents who cannot attend in person can take part.
The PM insisted last week there would be no election until 2029. But some Labour MPs believe a continued “Burnham bounce” in the polls could convince him to go earlier.
Reform has struggled with its choice of some candidates this year.
In February, Matt Goodwin, television presenter and academic, came third in the Gorton and Denton by-election after coming under fire for comments he had made about women. In June, Rob Kenyon, Reform’s candidate in Makerfield, was also criticised for previous social media posts which led to accusations of sexism.
Meanwhile, Reform has hired an advertising van to circle the International Convention Centre in Birmingham, where the Conservative Party is being held, with the message: “Same Circus, Same Clowns”.
The slogan highlights how many of Ms Badenoch’s shadow cabinet previously served in 14 years of Conservative governments.
Reform UK chairman Lee Anderson MP said: “Kemi Badenoch is trying to pull the wool over our eyes, but in reality she is a puppet who is too weak to change the Tory party.
“Her shadow cabinet is filled to the brim with the same people who brought this country to the brink during their 14 years in government.”
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