Festival hopes for more visitors amid cost rises

Crowds of people, some of them seated, with marquees in the distance and a castle behind them

Image source, Ludlow Marches Food and DrinkImage caption,

Ludlow Food Festival will take place from 11 to 13 September

ByChloe Hughesin Shropshire

Published50 minutes ago

A food festival cannot continue in its current format if visitor numbers do not improve, said organisers.

Ludlow Food Festival will be held at Ludlow Castle from 11 to 13 September and is in its 32nd year - hosting more than 100 food and drink exhibitors, as well as workshops, musicians and entertainers.

But the Ludlow Marches Food and Drink Board of Directors said that rising costs, economic pressures and technology changes meant holding the event had "never been more difficult".

"Whilst this year's September festival could be the best yet... rising costs mean that this could be the last one in the current format unless we see more people through the castle gates," it said.

A aerial view of a castle with a number of illuminated marquees seen within the walls

Image source, Ludlow Marches Food and DrinkImage caption,

A food theatre, cookery school and food workshops are among the attractions

The board of directors is a not-for-profit organisation and although some staff are employed, the majority are volunteers.

Its statement added that the festival "weathered the worst economic downturn since the Great Depression and re-emerged after Covid, but now "stands at a cross roads".

During the pandemic, the festival transitioned to an online format and said it needed to raise £40,000 by December 2020 or would be forced to close.

In 2024, the event was rebranded the Ludlow Marches Food and Drink Festival.

"These festivals are about much more than a weekend event," the organisers said.

"They support local producers, attract visitors to the town, generate significant economic benefits for businesses across the region, and help maintain Ludlow's reputation as one of Britain's great food destinations

"If Ludlow Food Festival means something to you, this year is the year to support it."

Several new features have been added in hopes of attracting more visitors.

These includes a food theatre, cookery school, food workshops for children, and a soundtrack stage.