It’s unclear why Reform targeted the area unless it’s Badenoch’s unpopularity but that doesn’t meet support for Reform is strong or likely to be.
The consitituency is bordered by Cambridgeshire to the North (Lib Dem and Labour), parts of Herts and Essex to the West (Labour) Tory to the East (Cleverley and Priti Patel) and Chelmsford to the South (Lib Dem).
Badenoch’s 2024 majority over the Labour candidate was less that 3,000 which is slim for a (now) party leader. Her Labour opponent was a 21-year old student activist, Labour's youngest parliamentary candidate. An impressive fight against the then Secretary of State for Business and Trade and Minister for Women and Equalities.
The numbers are notional due to boundary changes but Badenoch lost 15,000 votes compared to 2019.
The 2024 Reform candidate for NW Essex had actually resigned from the party before the election but his name remained on the ballot so those who did vote Reform were voting to have no representation.
www.bbc.co.uk/news/articles/cw880334dgyo
Reform UK’s parliamentary candidate in the same constituency as Kemi Badenoch has resigned from the party after it emerged he previously urged people to vote for the BNP.
Grant St Clair-Armstrong … used a blog to post jokes using racial slurs and made a joke about “female hormones”, according to the Times. (so yet another Reform candidate endearing himself to female voters).
The Times reported that, in 2010, the candidate had written: “I could weep now, every time I pick up a British newspaper and read the latest about the state of the UK. No doubt, Enoch Powell would be doing the same if he was alive. My solution … vote BNP!”
Over the border, the Reform candidate for Chelmsford used X to make racist remarks and to abuse people who are neurodiverse.
Farage can make as many excuses as he likes about vetting but this is indicative of the calibre of people who chose to stand for Reform.