Archive for September, 2011

Royal Welsh Winter Fair

30 Sep

I’m getting quite a few complaints about the stand costs that the FFMDD are charging food producers this year for the Winter Fair. I’ve been told £505 + vat as against last year’s price of £405 + vat. If these figures are correct, what’s an extra £100 + vat? I’m sure if the FFMDD think at all about where the producers this extra money, it just seems they don’t care. – not their problem is it? Producers cannot reply on selling more to visitors who are more than well aware that they are struggling in the midst of a recession and have no choice but to watch their spending. Visitors will not have plenty of cash to spare and will certainly tempted to troll the Food Hall just to fill themselves and their children up with free samples, I can guarantee that! It’s not difficult to work out who’s living in a bubble, because it’s certainly not the food producers, is it?

Producers are now having to find an extra £50.00 for each day’s trading and still hope to make money, how they’ll do that is anyone’s guess. What’s the reason for this increase? It appears that FFMMD don’t feel they need to explain any decisions they make. This is getting more like a dictatorship than a dialogue with the producers.   

I think a stand at the Royal Welsh this year was £405 + vat for 4 days trading, so unless  the latest figures I have been given for the Winter Fair are wrong, I’m horrified that RWAS/FFMDD can justify such an increase to their Winter Fair stand prices.

I’ve just been on RWAS’s website and checked out prices in South Glamorgan Hall – which is for Agri Products and machinery. To take a stand there is £240.17 + vat per module, which is quite a difference from Food Hall stand prices. It appears that RWAS bows to the farmers and farming companies, but allows FFMDD to lumber the producers with an over-the-top increase in fees.

But fret not producers,Welsh Country, Best Of Welsh & Borders and welshfoodbites are here to help you and FFMDD are there to help you too!


Narbeth Food Festival

26 Sep

Gosh, I cannot remember visiting Narbeth food festival when they haven’t been blessed with beautiful sunny weather. Driving over to Pembrokeshire, scowling at the dark skies, I saw two AA signs and then a sign for the Park & Ride as I entered the town. So apart from the weather as the rain came down, it was a good start.

But as I wandered down the High Street, I was puzzled as to the lack of festival flyers or posters. Down one side of the street, I only saw the Wheatsheaf shop and then Andrew Rees the butchers, that had made any effort at all to use their windows to plug the festival. I was very put out about this as I have held Narbeth up for many years as a shining example of how the committee get the town on side to give the festival and the town itself a huge push and buzz over the festival weekend. To be fair in that weather I wasn’t going to trawl the town, but that was my view as I walked down.  Oh Narbeth, how dare you let me down? 

The rain coming so early on Saturday morning must have hit turnout considerably, it certainly doesn’t encourage locals or holiday makers to get out early. Saturday is always a much busier day than the Sunday so my worry as always is how busy the traders would be. I spent 2 -3 hours there and I thought numbers were much lower than usual, which was  backed up by many traders that I spoke to as well. Maybe the Sunday weather this year was better and trade was up.  I had a lot of Best Of Welsh & Borders producers there so it will be interesting to get their feedback later.  

The outside stands were of course struggling with the weather but not only that, they were battling too against the live music which was in the centre of their stands. Now I really don’t have any objections at all with having music to help provide a cheery atmosphere, and live music is certainly a bonus, but I cannot understand why ‘someone’ doesn’t use the volume control and turn it down a touch. I was trying to talk to one of the burger stands and we had to shout to make ourselves heard. How can traders ply their wares if they have to keep shouting at people?             

On the inside stands I was delighted to see butcher Andrew Rees doing good trade with a special 2011 Narbeth festival sausage made from Dexter beef with tomato, leek and ginger – they were delicious! Andrew was busy sampling the lovely sausages and that paid off with good sales resulting. I was given a programme when I entered, but the rain did not encourage you to browse it as you went around, so I think a white board or a sign board by the kitchen demo area would have been a huge help to let people know which chef was cooking and at what time.

I was told that a lady who wished to attend the festival was furious at being charged £3.00 toenter and wanted to know why. She couldn’t find an organiser, but was quite incensed at such a high charge when all she wanted to do was buy food. I must say I can see her point. You’re not charged to go into a shop and that was how she was viewing the event as one large food shop. She didn’t want to listen to music in the rain, watch children’s entertainment, or watch a cookery demo, her mission was to buy food, but the result was she didn’t go in. So how much trade was lost from her? I’ve talked to a few organisers who say an entrance fee is vital for them to balance their books and many do put on lots of entertainment. The Really Wild were a classic example of this, with plenty to do there, especially for the younger ones.  I’m sure this debate will continue, but I’d love to have more feedback on entrance fees.

Let me finish off this post by saying, yet again, that this is yet another funded festival that I didn’t have a single press release about. In past years Narbeth’s PR was done by Sarah Hoss who I thought did a great job. I got lots of information from her about what was going on, but she’s no longer there and I, as part of the Welsh media with a huge interest in food, wasn’t even sent a press release! Why was this?

Last year, Miller Research was tasked by Wag to do a food festival survey and a follow-up report and I know that all festivals received the Miller feedback. So I’d be furious if many festival reports were not highlighted and taken to task for a lack of signage and a lack of basic PR & Marketing, which includes press releases. So if I’m correct on this, why am I still reporting very few improvements at festivals that are still being funded? What was the point of spending all that money with Miller if ‘we’ can coast along this year without any real improvements being made at far too many festivals? It seems to me that something is still seriously wrong here.

It is the festival’s responsibility to get punters into the event of that there is no question or discussion. Then when the punters are there it’s the up to the traders to tempt visitors with their produce, not sit down looking bored! But if the organisers can’t get punters in, then you can rest assured that some traders will not be back next year, please do not forget that they are running businesses, not charities.  I understand that stands were being charged £150 for the two days with a £30.00 electric charge – not sure if my info. is correct or not, but with these charges, the traders really do have to see some decent trade.                  



Abergavenny Food Festival

19 Sep

This is a professionally run event, in a beautiful part of Wales, of that there is no doubt. Abergavenny has a well established committee and in this, its 13th year has developed the festival enormously. They have made the most of the technology available, from websites to newsletters, to Facebook and Twitter, and an informative and professional programme. Abergavenny have certainly embraced PR & Marketing, they understand how this side of it works and what it achieves. They are one of the few funded festivals I would congratulate on this side. Another positive is the number of volunteers. I have no idea how they manage to find so many, but they were all clearly visible in their yellow t-shirts, and I didn’t meet any who weren’t very polite and helpful – and what a difference that made to my day.

This event is unusual in another area, as it’s the only one I attend where they have a hospitality area in the King’s Head pub, right in the midst of the festival. Now ungrateful I might therefore be called, because in the past I have had the nerve to then criticise the event as they didn’t use this opportunity to push and promote our superb Welsh producers that were attending by showcasing their food. But I will not dwell on the past, because this year they got it right! Not only did Suzanah from sbh events and her well-organised team work extremely hard over the festival, watering and feeding VIPS, guest speakers and the media, but they also had a very professional pop-up banner listing all their suppliers as well as the goods they had produced. That was much-needed and did work brilliantly. It’s the first Welsh event I have ever seen that do that and I hope others mamy goodness it worked well. Thankfully quite a few of our Best Of Welsh & Borders producers were amongst those take note. All producers attneding I understand were contacted by Abergavenny and many were so pleased to have another opportunity to showcase their produce. Suzanah explained that all stand holders were asked if they’d like to contribute to hospitality and many of those that offered were accepted, which totalled over 30 producers and although all of them weren’t Welsh, quite a lot of them were – so another sensible and successful addition.

Wag have told me for years that food festivals must work towards self-funding. But this year Abergavenny are funded to the tune of £52,200.00, just the same as last year, so no budget reduction there then. This amount along with Cardiff, (£37,500) and Conwy, (£41,000) takes a huge chunk out of a rapidly decreasing budget and makes you think that much of Wag’s focus is towards the larger events. Wag are classing the ‘Big Three’ as flagship events, because their focus is on food and because of the way they manage to attract a large number of ‘outside’ visitors. As always I’d be interested in your view on festival funding.

Because of the event’s popularity, I do understand that Abergavenny cannot please all the traders, all of the time – that would be impossible – but is there a way that it can look a little more open? As always with this festival I have had too many calls, emails and chats when I have seen people at other festivals. From the producer’s point of view, there doesn’t seem to be a system of selection for tradestands and very little logic as to where stands are actually sited. Producers that have been in one position for years, are for some reason then moved out to the likes of the Priory area but no sensible explantion as to why or would they like to move there. Mind you, maybe you’d call those producers the lucky ones as many Welsh ones, who’ve been attending for years, weren’t successful in their application this year. This is an issue I raised with Abergavenny last year and was told that visitors need a change of stands. Well I don’t agree on this, I think Abergavenny is clever enough, ringing the changes with their popular talks, rather then use this as a reason for dumping some Welsh tradestands. Visitors only attend once a year, so I would have thought if I’d found a product I loved last year, I’d want to purchase it again this year, and what if the trader is no longer there? That doesn’t make sense to me? I looked for the Welsh Brew tea stand, who are normally there, but I was told he’s not got in this year, but why?

There were just over 200 stands there and a huge number from the Isle of Wight, Dorset andLondon, actually according to my count, 66 stands were from outside Wales & the Borders. I’m endlessly being told that funding is from European money, so no-one can be turned away because they are not Welsh, but it appears that many, many Welsh stands are regularly turned away which seemingly is ok! I just wonder if for example I took a party of food traders to a French festival, would the French throw their producers out to let our Welsh traders in? Answers on email please!!!!!

I’ve rung Wag in the past and been told that Welsh producers complaining that they couldn’t get in Abergavenny were told to go to Aberystwyth, but on Saturday I certainly didn’t see any stands at Aberystwyth from Dorset or Devon………………

Abergavenny has grown and prospered through the support in the early years of the Welsh producers and I think a better, fairer system should be brought in to stop, or at least reduced this constant moaning.   

The Market Hall had problems last year, it was swamped by its own popularity and often seriously overcrowded. This year there were less stands and more seating, but I do wonder about the lack of logic in where some of the stands were put. There was one selling hot food with onions, alongside a stand selling brownies with another cake stand behind them. Goodness knows how much space they had paid for, because they certainly looked squashed and it looked so difficult for all of them to work in such a confined space. So who would want brownies and cakes with an aroma of onions?   

Another problem that really does need attention for next year, is that some of the tentage supplied by the event, wouldn’t have looked out of place at a car boot sale. I noticed this tacky tentage, particularly in the Priory and the   Lion’s Place. Three stands in Lion’s Place were doing hot food and seemingly couldn’t be supplied with better tentage because there was a fire risk. Some traders, who had been allocated this inferior sheeting, returned home and brought their own tentage, which for some reason was no longer classed as a fire risk. Some stands didn’t have sides provided, the plastic sheeting was not secured and at night there were no front covers to sheet up. Now if you are paying £350+ and an additional charge for electric for 2 days trading, then decent workable tentage should be supplied.  This poor tentage really let these two areas down, which I don’t think is good enough for a flagship event.  If you want traders to bring their own tenting, then tell them and reduce their price accordingly.

It was great that the Park & Ride service was in operation as it certainly eased congestion in the town. But some traders from the Priory could see the buses dropping off passengers, but an abundance of No Entry signs directed the passengers away from them, and stopped them walking through the car park lower down from their stands which was very disappointing. Hopefully they did get to the Priory eventually but you cannot always be sure they’ll still be shopping at the end of their day. Surely the powers-that-be give this some thought and think how they would feel if they were trading themselves? If the reason is that the passengers are made to go through a different way to ensure they pay first, could a pay point not be set up below the Priory Yard?

Producer Bouquets & Brickbats:

 This is the best food festival I do and despite the recession I’m not much down on last year.

 I’d like to stay in the same position rather than keep being moved each year.

 You will not get me saying anything is wrong here as I want to be allowed back next year.

 I’m delighted to supply for the hospitality area and think this is the best idea. It’s a great way for me to promote my products. I love this event.

The Priory looked a mess and unproffesional, hardly loked like a flagship event to me and trade was poor.    

I’m sorry, I’m paying a lot of money for my stand, let alone, cooking, transport, B&B and my time and we are given a stand that is too tatty for words. I’m disgusted – it’s not a good image for an event of this size.

I don’t think as many people as normal overall. There seemed lots on Saturday but not many bags. It’s now two hours to closing and I’m not too far from last year’s figure. 

We’ve not done too badly but did expect much more. The weather has not helped but I’m pleased I’m not selling ice-cream.

I’d attended this event regardless as we are a larger company and can work it as PR but smaller companies cannot do that they simply haven’t the money.

Brewery Yard looked  tacky with much of its tentage. The Park & Ride should have allowed the passengers to come through our way. Trade there very slow.

It’s my 1st time here and I’m horrified at how little we’ve taken. There are 2 of us on the stand and it makes this the worst stand I have ever done. We are in totally the wrong place and no way will we apply again. We’ve made a loss.

We have had a busy time and are just over last year’s figures – would have liked more but that would be greedy. 

I’m not giving you any comments because I want to come back again.

We know a few producers who again have not got in and I’d love to know how many outside Wales were turned away. Visitors are coming to a Welsh food festival, funded well by our government, but all these stands outside Wales are here. That’s not fair.

We did ok. Not as good as in previous years by a long way, but better than some we’ve done this year. We expect Abergavenny to trade just under Royal Welsh, but this year it didn’t and the costs are high to take a stand at Abergavenny.   

We haven’t seen an organiser all weekend and if they would just make an effort and keep checking with us all, I’m sure many problems could be sorted provided they don’t take it the wrong way and ban us next year.    

The organisers need to be more active at the event and note what is happening. But don’t complain to them or you could easily be dropped for next year.

Plenty of people of Saturday, but they were not spending – sharing a beef burger – that’s not a good sign is it?    

The Priory area did not look good and the trade through there was not good enough to justify waht we had to pay. Organisers need to think what stands will work in that area and how to get people there. It was a messy area without little trade.  Traders were moved into this area without their agreement and told it would be wonderful, but that was more Abergavenny hot air.   

Our first time here and we’ve done ok. Obviously liked to have been busier, but it’s not been bad.

Lousy weather, but OK all things considered. Most festivals are way down this year. I hate an event as Abergavenny were doing, ringing after you have paid and wanting more money for electric, that’s not on. I’d like to see how they work out electric charges- these are a rip off.  

Quite a good event and good press interest.


Aberystwyth Food and Drink Festival

19 Sep

Well I was dleighted to see the big guns were out at this festival. I caught up with MP Mark Williams and his family who were busy doing their usual shopping at the Farmers Market. Then I met the Mayor of Aber, resplendent in his chain of office, but I was pleased he still had time for a chat with me. Elin Jones was also there, but we didn’t manage to have a chat.

I’ve not visited this festival before, but with the moans and groans I had been getting for some weeks from producers, I thought it best to travel north, especially as Wag were supporting this one day festival with £8,239.76. I was pleased to see one advertising sign as I drove into Aber, which was a start, but I’d have loved to have seen more and flyers and posters around the town in the shop windows. But one sign is better than nothing and I did actually get a press release sent through twice from Ceredigion County Council. So that again is is again better than many funded festivals are doing. I still take Wag to task that if they are funding these events then they  should insist that the festivals get to grip with PR & Marketing and if the events no idea what to do, then give them some them. If this still doesn’t work then just stop their funding!!!

The grumbles I had been getting were that the Farmer’s Market was running in its normal position on North Parade whilst the food festival was running in Baker Street. Now having two distinctly separate areas selling food, might have made sense to the locals who know the market runs every other week, but the visitors I spoke to had no idea that the market was taking place further down the town. The Mayor explained when I queried him, saying that Aberystwyth didn’t really have the space to run both events together. I’m not sure why in that case they didn’t run the festival on a Saturday that wasn’t a ‘market Saturday’ or find a way to integrate the market into the food festival. But it’s not dificult to understand why the market traders felt not just left out, but put out by the way this day was organised. I was told the stands in both areas were the same price, but Baker Street was certainly much busier and much windier too. Yet sad that some market traders that are supporting Aberystwyth twice each month, didn’t have their loyalty rewarded by getting into the busier Baker Street area. I was told that there were ‘issues’ over emails not getting through etc. etc. but is there anything wrong with picking up a phone? To be quite frank, I don’t want to hear from unhappy producers because I then struggle to get anyone to listen. Wuld a compromise have been that food stalls only were allowed into Baker Street? Why couldn’t the face painting stand, or the stands giving out literature have gone to North Parade? There was an ‘unmanned’ stand in Baker Street that had literature on it, including True Taste books, simply left on a table, not even a notice that you could take one. The stand looked messy, there wasn’t even a cover on the table. No stand should ever be left in this state; it’s not only a waste of space, it gives a poor image to visitors. If ‘someone’ had paid for this stand space where were they?     

The feedback I want at events is the feedback I got from St Fagans which I went to last Saturday, happy traders, making a reasonable amount, an organiser and her team that really were there to help and spent the two days circulating and solving any problems. 

Surely better communication would have solved some of the problems here. I’m not saying that all producers are wonderful, I’m not oblivious to the fact that they are not always easy to get hold of. I know they are not the best at explaining what they need and want from an event, but the crunch is that this is their livelihood. They don’t have the security of knowing how much their salary will be in the bank at the end of each month. Please remember that the economic downturn has hit the producers as hard as any other industry and what we all need to do is develop is a better way to communicate to each other and to understand much better the difficulties on both sides.            


Fabulous & Friendly – St Fagans Food Festival

12 Sep

After Llandeilo it was over to St Fagans for their second food festival. I missed last year and was determined to see what they were doing. A two day festival, entrance was free but there was a charge for car parking but this event did not get any funding from Wag.

 Friendly staff and so, so busy despite a poor weather forecast. I was offered a free map showing where everything was which was a great help and I headed off to the market area where there was a good selection of hot food available. Another of my favourites Samosaco were there so that was my lunch sorted and as always it was delicious. There was some seating there too and they’d also put out straw bales which worked well.

Off then to the food halls and I guess they had probably 70 food and drink stall altogether and what a huge pleasure not only to see more of our Best Of Welsh & Borders food producers there and they were all very, very happy. Another favourite was there, Preseli Coffee which ensured that I got my caffeine fix and boy do these guys know how to make coffee!!!! It had been a busy day all round and of course, plenty of punters kept the producers smiling. I did get time to chat to a few of our guys and the feeling of this festival was not just that they had marketed it well was that all the staff and volunteers were friendly and helpful. It’s no wonder that the atmosphere was so good and I’d also say infectious too! I was introduced to Mared Maggs one of the organisers and she said that last year they didn’t get everything right but they did listen to feedback from both producers and visitors and made improvements for this year. An organiser, who not only listens to feedback, but actually encourages it. This is the sort of thing I love to hear and whilst this continues to happen, this event will go from strength to strength – without Wag funding and their success will be so well-deserved.

Fabulous and friendly St Fagans -if you missed this year do try and get there next year. 


Now as if my day was long enough, it was then off to Caerphilly to attend Proms in the Park, thanks to an invite from the BBC. It was an evening I was looking forward to and it was great to meet the people from BBC that generally I only speak to via email. Their hospitality was brilliant but the weather ensured we got washed out before we really got started. What a huge shame not just for the BBC but for Caerphilly Council who had put in so much hard work and was more than well attended even with such awful weather.


When Will Wag Wake-Up To Marketing?

12 Sep

When will Wag wake-up and ensure that food festivals they fund get the basics right? When will they insist that banners and poster around the town are an essential marketing tool? On Saturday 10th September I travelled to Llandeilo and as I knew my favourite coffee man was trading elsewhere I called into the town for a much needed coffee boost.

However my walk around Llandeilo was useful to me as I played my ‘spot the poster game’ but I didn’t win, failing to spot a single poster or flyer. As I wandered around Llandeilo, I also spoke to a few locals, but no-one knew anything about a food festival, or that it was running that very weekend. I had travelled from Newcastle Emlyn to Llandeilo without seeing a banner and I then drove from Llandeilo to Dinefwr before I saw my first banner and that was only when I had driven off the main road into Dinefwr itself  – and there was the sight of my first banner on their railings and fairly well hidden by branches!

The festival was organised by Menter Bro Dinefwr, the Welsh language initiative and community development agency, and its main objectives were to promote local produce for local people, support the local economy by attracting visitors to the area and to host an event that reflects the area’s linguistic and cultural nature. These are worthy objectives and much needed, but I’m at a loss as to how they hoped to attract local people and visitors to this event when basic signage was missing, and the town hadn’t been blitzed with posters and flyers. I have no idea what advertising took place, I knew about it only because it was one Wag’s list as a funded festival and they did receive £5,612.69 to help them.

On Friday I went onto from the Visit Carmarthenshire Website and got a   403 – Forbidden: Access is denied so I couldn’t find any information at all, but there again I’m only press with an interest in food!

I am totally fed-up of writing and writing about the same basic problems which so many festivals and markets fail to address. Wag in their ‘wisdom’ seem able to ignore these basics year after year but still keep forking out our money to help these events out. Wag get the message if you are putting money in then make it a directive that these events have to implement some standard PR & Marketing.

Organisers need reminding time and time again that festivals and markets are how producers ‘try’ to earn their living. It’s not a weekend break from them doing these events, they need to earn some money and can’t do that if you are unable to get people into your event. Once the people are in if the producers can’t make sales then that is seriously their problem, but up to that point it isn’t.  Wag if you can’t ensure this happens then don’t give them our money as funding.

I was at Llandeilo around 12.00 and our Best of Welsh & Borders food producers who had been brave enough, or silly enough, to take a stand had plenty of time to talk as we played our least favourite game of ‘spot the punter’. That was a waste of time because for hours we could only play ‘count the yellow jackets’ and they were plenty of those about!

I do hope that trade improved for those guys, but I was not impressed, in fact I was very disappointed, but not as much as if I’d taken my tradestand there, that’s for sure!!!


Funding For Pembrokeshire Fish Week

08 Sep

Whilst visiting Saundersfoot on the final Saturday of Fish Week, I asked one of the staff how much funding Fish received and was told I’d to ask under Freedom Of Information Act. (More details under post on 4th July).

Guess I shouldn’t have expected a helpful reply, so FOI is what I did. The FOI told me that Pembrokeshire County Council have been awarded £186,000 towards their Pembrokeshire Fish Week project for the period from June 2008 to December 2011 (this does not include sponsorship and further funding from Pembrokeshire Country Council). The funding is provided under Axis 3 of the Rural Development Plan forWales.      



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Funding Of Food Hall At The Royal Welsh Showground

08 Sep

I was greatly concerned that Wag, in it’s wisdom……. was not funding the Food Hall at the Smallholder Show, stating that that food was not its core activity and therefore did not fulfill this year’s brief. 

Some years ago Wag asked Steve Shearman, Farmers Markets In Wales to take over and run this event on their behalf. But despite the fact that the Food Hall is always a huge attraction to visitors, it now didn’t fit Wag’s latest criteria.

So that got me thinking, and wondered just how much Wag paid to lease the Food Hall at the Royal Welsh Showground. Interesting thought but my only option to get this information, as Wag Press office have said they would not answer questions from me, was another question through Freedom Of Information Act.

The answers are as follows:

Lease Costs

2009 £70,645.64 (inc vat) hall hire for RWS and Winter Fair

2010 £65,403.32 (inc vat) RWS

2010 £19,975.00 (inc vat) Winter Fair      

Event Build & Management Costs

2009 RWS                £155,023.30  (inc vat)

2009 Winter Fair    £61,355.38    (inc vat)

2010 RWS               £131,968.22  (inc vat)

20101 Winter fair   £56,078.64   (inc vat)  

Hope these figures are of interest. I was also told that over the last few years, Smallholder funding was taken from the ‘Promoting Welsh Food’ budget Expenditure Line. This is a budget I’d no idea existed and nor was there an explantion as to why it still couldn’t be funded from this budget. Yet another question to ask?

 was also told that over the last years Smallholder funding was taken from  – ‘The  

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Food Press Office Now Open To WCM

07 Sep

Sorry, sorry, I must apologise to you all, as I forgot to post that Wag (Food) Press Office has now said that they will answer questions from me for Welsh Country magazine, WCM. If you want to read initial post then check out post on 5th April for an update. 

The turnaround occurred as I continued to get an answer as to why they were refusing to answer questions for WCM, so it was this I think made them change their mind and I guess if I’d conformed to their silence order, that’s where we’d be now – in silence.

I am still waiting for a full explanation, and am well aware that patience is a virtue which sadly is a virtue I wasn’t given!!

In the meantime I have been very busy sending questions that I required answers through Freedom Of Information. I got some very interesting facts back and these will be uploaded as soon as.

Again sorry for not keeping you in the loop………..      


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