History of the Ludlow Food Festival
The Festival that has grown with its community
The Festival's early years were characterised by a pioneering spirit, with the Ludlow and District Chamber of Trade and Commerce embarking on an uncharted venture. The idea was simple yet revolutionary - to create a festival that would showcase the area's small food and drink producers while inviting visitors to explore Ludlow's rich array of shops, restaurants, and pubs. The gamble paid off, as the festival quickly became a must-visit event for food lovers across the nation.
The rest, as they say, is history!
The Festival was an immediate success thanks to the response from those same food and drink producers and suppliers - and the band of volunteer helpers who gathered to stage the event. They had no instruction book; nothing like it had ever been tried before. But they were enthusiastic, committed, and imaginative - and willing to work hard.
Equally importantly, they decided from the start that the event had to be fun as well, both for them and for those taking part, despite the underlying serious objective of promoting the businesses of the Marches and the area itself.
At around the same time Ludlow attracted top chefs like Shaun Hill who established his Merchant House restaurant in the town, David Wilson Lloyd (then at the Salwey Arms, Woofferton) and Ken Adams (then of The Oaks in Ludlow now of the Waterdine, Llanfairwaterdine) and Frenchman Claude Bosi (initially at Overton Grange, then at his own restaurant Hibiscus). All were attracted by the abundance of top-quality produce in the area. Others followed like Olivier Bossut (Dinham Hall, and subsequently at the Roebuck, Brimfield), Peter Gartell (originally at The Clive, Bromfield), Christopher Bradley (Mr Underhill's), Wayne Vickerage (Overton Grange), Jane Malcolm (The Courtyard) and Jean Bourdeau (DeGreys, now at the Peacock near Tenbury Wells). The change of Hibiscus to La Bécasse welcomed to Ludlow the talented Head Chef, Will Holland, who achieved a Michelin star in 2010.
Ludlow is all about GOOD FOOD and we take REAL FOOD seriously
These chefs, the town and its magnificent countryside also began to attract the attention of the national press and media until today it has become well known, and not just in Britain, as a centre of culinary excellence with a large collection of restaurants in and around Ludlow and the wider area of the Welsh borders. It's not just top-quality restaurants, though. There's an abundance of good independent food shops, butchers, bakers, farm shops - and, in short, around here we take real food seriously.
The Festival's famed Sausage Trail became a magnet for 2000 lovers of the British banger. To that has been added competitions for the Pork Pie of the Marches, Cake Competition, the Ludlow Sandwich the Best New Product and more! There is also the Ale Trail, which attracts over 1000 real ale drinkers exploring the pubs around the area.
The 1999 event saw visitor numbers practically double and that happened again in 2000 when more than 12,000 paying customers visited the tented village in the castle. A staggering record was reached in 2006, with 17,100 entering the castle during the three days, and the magic 20,000 figure was reached in 2007. Since then, The Festival has grown with the peak being achieved in 2010 with over 21,000 food lovers enjoying the event. The growth in numbers created an expansion in the team behind the event with the festival then employing 2 members of staff year-round to manage the events and the associated admin. The team of volunteers also grew, with over 120 taking part in 2013; without this team the festival simply could not take place, so the town is forever in their debt and volunteers remain the backbone of our festivals to this day.
Many festival visitors feel compelled to come back throughout the year to enjoy other aspects of Ludlow and the Marches and the growth of tourism in the town has helped maintain the local independent shops that are loved by tourists and locals alike.
Since its humble beginnings in 1995, the Ludlow Marches Food & Drink Festival has blossomed into a beacon of culinary excellence, not just within the UK but recognised globally for its unique celebration of food and drink. As we venture into our 30th year, it's important to reflect on the journey that has brought us to this moment, marking significant milestones and innovations that have shaped the festival's illustrious history.
As The Festival's reputation grew, so did its ambition and scope. By 2018, Ludlow Food Festival was ready to introduce another first - the Fire Stage, featuring cooking on Kadai fire bowls. This innovative approach to live cooking demonstrations captivated audiences and underscored the festival's commitment to creativity and experiential learning.
A significant part of our festival's success can be attributed to our collaboration with Wot's Cooking over the past 10 years. Their expertise in bringing the very best chefs to our demo kitchens has enriched the festival experience, blending culinary artistry with educational encounters that attendees cherish.
Adapting to Challenges
The Covid-19 pandemic presented unprecedented challenges, but it also highlighted the resilience and adaptability of the Ludlow Marches Food & Drink Festival community. With the support of Jude Hunt and Redford Farm Barns, we transitioned to an online format, offering a mini festival that reached audiences in the safety of their homes. Marcus Bean's hosting of online demos and interviews ensured that the festival's spirit remained alive, even in the face of adversity.
A New Chapter: Rebranding and Renewal
This year represents a pivotal moment in The Festival's history, as we embarked on a comprehensive rebranding of the not-for-profit parent organisation, Ludlow Marches Food & Drink, and the three festivals under its umbrella. In collaboration with The Visual Works and a multitude of supporters and stakeholders, we've revitalised our brand to reflect the festival's evolution and our aspirations for the future.
Looking Forward
As we celebrate our 30th year, we are filled with anticipation and excitement for what lies ahead. The Ludlow Marches Food & Drink Festival has always been more than just an event; it's a community, a movement, and a testament to the power of collective passion for food and drink.
Our festival has come a long way since those early days in 1995, attracting food and drink lovers from all corners of the UK and beyond. The journey from an experimental idea to one of the country's most beloved food festivals is a story of growth, innovation, and unwavering dedication to celebrating the very best of what our region has to offer.
Here's to the next chapter in the Ludlow Marches Food & Drink Festival's history, as we continue to champion the abundance of quality food and drink, support our local producers, and bring together a community united by a love of culinary excellence.
