The Ludlow Food Festival, rebranded in 2024 as the Ludlow Marches Food and Drink Festival, is facing significant financial challenges due to rising costs and is calling for increased visitor support to ensure its continuation. The festival, now in its 32nd year, takes place from September 11 to 13.
Organizers describe the festival as being at a "crossroads," having previously navigated the economic downturn of the Great Depression and the COVID-19 pandemic. During the pandemic, the festival transitioned to an online format and had to raise £40,000 by December 2020 to avoid closure.
In an effort to attract more attendees, several new features have been introduced for the upcoming event. These include a food theatre, a cookery school, food workshops specifically designed for children, and a soundtrack stage. These additions aim to enhance the festival experience and draw larger crowds.
Festival organizers emphasize that these events contribute significantly to the local economy and community. They support local producers, attract visitors to Ludlow, and generate economic benefits for businesses throughout the region, helping to maintain the town's status as a prominent food destination.
The festival is operated by a not-for-profit organization, with a staff largely composed of volunteers. Organizers have stated that "if Ludlow Food Festival means something to you, this year is the year to support it," highlighting the critical need for public engagement and financial backing.