'You've got to be different'
Welcoming about 24,000 people across two days, and now in its 12th year, Shrewsbury Food Festival appears to have cracked the code for success as a large event.
With events like Shrewsbury Flower Show, the Battle of Shrewsbury and Camp Bestival's Shropshire event being cancelled in the last 12 months, organisers face a series of challenges to make their festivals last.
Ahead of this year's event on Saturday and Sunday at the Quarry, director of fun Beth Heath said the food festival's constant effort to make every year different was what kept people flooding through the gates.
"You've got to mix it up, you've got to be different, otherwise you're not satisfying the audience," she said.
"We also have big move-arounds of our stall-holders, we bring in new concepts.
"We're quite a small team, we're able to be quite agile when it comes to bringing new things in."
As usual, this year will see about 180 food and drink exhibitors, two live music stages, and two chef stages, alongside cooking for kids and activities.
Ms Heath added that working with local people and producers, and being part of the local community, was also key to their success.
After listening to visitor feedback, this year the festival has a Teach and Taste stage, where attendees can sample exhibitors' food - an evolution of its predecessor, Chef School.
The event is also working with Shrewsbury Prison to offer free entry to the venue for those who attend the food festival on Sunday.
Finally, the event is staying open until 22:00 BST on Saturday for the first time in its history, to host a gig raising money for a local charity.
It is in aid of Shine On with Harvey Owen - set up by local woman Crystal Owen.
It followed the death of her son Harvey and three friends in a car crash in Wales in 2023.
"That charity is all about getting kids into food and music, which is exactly why we exist as well," said Ms Heath.
"To be able to have a charity where we bring together people to enable other children to enjoy a food, drink or music career is absolutely essential for us."
The food festival also has a dedicated community area that expands every year, featuring teams from local police, fire and water rescue services.
"We're here to be part of the community, we are a food and drinks festival and that's obviously our predominant job, but we're also a huge part of the world that we live in, so we try and help people that way too."
"If we can educate a youngster which means they don't get into a car with someone who's been drinking, or they don't take drugs, or they understand how to rescue somebody if they fall in the river… that's huge, that's them being a better member of our community."
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