Launching a brand new range of local produce in its Sussex supermarkets, ASDA is to headline sponsor this year's Brighton & Hove Food and Drink Festival, which celebrates the best of Sussex food and drink.
'Locally produced in Sussex', is the new local food range that will launch in five ASDA stores on 15 September, bringing over 60 local food products to customers across the region. The project, run in partnership with Malcolmson Fine Foods, in Hailsham, will bring local products direct from the farm to the supermarket shop floor, reflecting ASDA's commitment to Britain's smallest suppliers.
"We are thrilled to be working with ASDA, as they support the central ethics of our festival - to promote local producers, reduce food miles and help consumers find the very best of food and drink available on their doorstep," said Paula Seager, festival director who runs local PR consultancy Priory, which manages the festival.
"Many of the producers whose wares will be stocked in ASDA supermarkets are already involved in the Festival and can be seen at our giant 'A Taste of Sussex' Festival Food and Drink Market on 16 and 17 September in the North Laine. Sussex produce is just getting better and better and we want to shout about it."
The Brighton & Hove Food and Drink Festival 2006 – now in its fourth year – is attracting major national attention this year, having grown into a feast of culinary and fashionable foody delights in the country's trendiest little city.
It will be launched with a spectacular public 'Fiery Food' event at Brighton Marina on the evening of 1 September, where chilli will be the star of the show and thousands of people will enjoy giant projections onto the cliffs, provided by Philips; dramatic performance arts displays on a floating stage; and a three-day spicy food market including local producers.
The central festival event will be the huge Festival Food and Drink Market, one of the largest farmers' markets in the UK, on 16 and 17 September in the North Laine, offering a weekend of eating and drinking the best Sussex produce, with live entertainment, competitions and other attractions to keep families happy all day.
Celebrities and top local chefs will take part in the Live Food Show – entertaining the crowds in Jubilee Square as part of the market and a city-wide children's pumpkin growing competition will culminate at the market, with competitions and games at the Pumpkin Palace on New Road.
Other key events include the spectacular Regency Festival Banquet, an exclusive and captivating Regency costume event for 100 people, held in the banqueting room and kitchens of the Royal Pavilion, in full regal splendour. It is hosted by the Prince Regent himself – albeit a highly entertaining actor playing the part!
There will also be a repeat of the popular and very funky 'Battle of the Bars' presenting 'Bar Idol', an annual sell out event hunting down the best bar tender in the city.
"Brighton and Hove Food and Drink Festival is very appealing and provides the ideal platform for us to promote our launch of over 60 locally-produced food and drink products in Sussex," said Karen Todd, head of local sourcing at ASDA.
"In other parts of the UK, we already have a strong reputation for supporting local producers, last year winning the BBC Food and Farming Award for Best Retailer. We now want to take this success into our south east stores and Sussex is an important market for us, where we hear from our customers that they want local!"
