As I’ve not been for quite a few years, I decided on Saturday to pay a visit to this food festival, which is the start of Pembrokeshire Fish Week. As I’d expect from such a huge operation run by Pembrokeshire County Council, PCC, there were plenty of signs, including AA signs on my drive into Milford Haven. There were also plenty of car parking signs too with the additional bonus of polite and helpful car park attendants. No hassle either getting into the event as PCC had efficiently sent me wristbands through. You are all aware that I’m not in agreement with entrance payments, even though it was only £2.00, two adults attending, that £4.00 would by a pot of jam or chutney, a waxed cheese and have change! I agree there was a mix of entertainment and a small cookery demo area, but I do wonder if an entrance fee kept some people away, I’m sure it must have, surely not the real foodies, and maybe they’d only have bought an ice-cream but Cowpots would have been delighted to see them.
So basically a good start, despite the blustery weather, and the rain stayed away for the main part of the afternoon, sunshine would have made a huge difference for everyone, traders and punters alike, but sadly that’s one area we can’t control. But there are other areas that can be controlled and here’s my take on it. I talked to lots of traders because we had many of our Best Of Welsh & Borders producers there and a few producers that were new to us – so Ian and I had a very chatty and busy time. I had mixed views from traders on where they weresited some didn’t mind being sited by the stage area others minded a lot. I, as a punter, found it a little confusing. There were some young people playing on the stage when we arrived and they were very good indeed, and then on one side was a mixture of professional traders and some craft stalls with a mobile fast food van opposite and a seating area, which was great if the rain stayed away. I must say if I’d have been a trader trying to sell my hot food I would not have like a mobile van parked opposite me!!!! I understand the link with this mobile van is that the company is Saundersfoot based and run the St David’s festival there. But to me it takes away from the genuine small producers, I can of course see a need for these vans at bigger events but I’m not happy at seeing them at a food festival. There was a fantastic selection of hot food available
Then I moved on past a bouncy castle, a mix again of professional food producers and craft past a kid’s activity area and a small cookery demo area, followed by many charity type stands, environment stands, council stands before another run of professional food traders and at the end a very good group doing sea shanty songs, who did a sterling job. Purely from my point of view, I’d have preferred that the food guys were all together, that there was a covered area where punters good sit, chat and eat and drink they’d bought from our producers, but maybe some traders might disagree. I struggled to find one of my favourites stands
SamosaCo, I was starving and looked and looked for them but found them nearly at the end of the event. Might it work better if all hot food stands were together with the seating area I’ve already mentioned? Just another of my many thoughts I thought I’d share. From the traders’ side, would it be easier for PCC to issue a site plan so traders can book they area they want to be in? Maybe that
happens in theory, but in practice it wasn’t as slick as it could be, rather messy but there can be no doubt that there were some quality stands there.
The Milford festival received £31,671 funding from the food festival budget, which according to wag’s funding criteria would have gone to purely funding this one day event. That’s one whole lot of money for a single day and I’m not sure where the spend went, bearing in ind the traders paid around £60/£70 per stand and £20.00 for electric and of curse the punters paid to come in. Fish Week also received £25k from the Major Events Unit, sponsorship from Milford Haven Port Authority, Arts Council of Wales, plus about 16 other sponsorships.
I’d been told by a producer that there were English stands allowed in but I didn’t see that on the day. One query I did have was a trader carrying a Brazilian sauce, which in my view, had a bar code which wasn’t a UK one. The label stated, made in Truro, although it had some connection with Horeb Food Centre.
I was not impressed by the cookery demo area basically because I had no idea who was actually cooking, I couldn’t see a blackboard or a notice board giving chef and times of demos and nothing saying what they were cooking either. Checking on a
flyer I found that Ludo, from Ceredigion was one chef and Anand George from Cardiff, I’ll say again, although you are doubtless bored to tears with my saying the same thing, but here it is again, why not use local chefs? That shouldn’t be difficult with the talented chefs that abound in Pembrokeshire. But if that can’t be done why don’t festivals adopt what Caerphilly did this year and get some of the professional producers to do cookery slots, or at least offer them the opportunity of doing talks for the punters? Festivals should be there for producers but festival organisers need to give them some thought as to how they can help them stay trading!!!!
I found it difficult to do an accurate count of stands that were there, I think my count was 44 food and 42 craft, which might or might not be correct but seems to fall short of Wag’s demand that food should make up 80% of stands. There were endless charity stands and a massive stand for the local guides. I also puzzled about the value of Littlewood’s Clearance at a funded food festival. I found Puffin Produce listed on the Fish Week website, but couldn’t find them at the event until I realised they were trading under a different name, sampling potatoes and directing people to their supermarket stockists – great – I don’t think! It’s a well known fact that if money is spent locally it stays locally. I appreciate the power of the supermarkets and also that parts of Wag’s food
division actively promotes selling to supermarkets but it is not a distribution line that all can take and surely the place to do sample marketing is in the supermarket where the existing customer can then go and buy the product.
Pembrokeshire Produce Direct, PPD won my new award for the most boring stand, two guys and a small table with some literature on it. Those guys, in my view should have been much more proactive and one of them leaving the safety of their stand and start
talking to people. Yes talking to punter, asking them, where do you come from, have you heard about us and what we do, would you like to try our delivery service????? They hadn’t even brought a selection of food produce that they currently run, so there you are guys – ‘Kath’s Boring Stand Award’ is yours for your very poor effort on the day. Rumours still circulate about PPD and the lack of sales, well producers watching them in action – well not quite in action – two guys stood on a stand both with their hands in their pockets, was not only not a good look it achieved very little, but will they get paid at the end of the month? Of course they will until their funding totally runs out.
It was good to hear that some producers had done ok on the day and as I say some sunshine would have made a massive difference. None of the traders I spoke could show record sales by a long shot, and you had only had to look at the lack of food
bags being carried around to know that was true. But it was not all doom and gloom that I have been seeing at some festivals of late. My suggestion to this festival, as it is to many of them, is please don’t just rely on the feedback forms that traders are supposed to fill in before they leave, some will be honest with you, others wont if they wish to return. Take the time to talk to
the traders, when they are not busy, and there were plenty of times that they weren’t, and endeavour to find out the truth about your event, not forgetting why this event went ahead in the first place was for our producers.
I’d also like to remind you on a personal level that it makes no difference to me if this event was a success or not, but it does make a heck of a difference to the livelihoods and the future of our Best Of Welsh, BOW, producers. Our BOW producers support us with advertising and I will continue to talk to them listen to them, agree with them sometimes, tell them off at others, but fight
their corner so that they get a better deal from festival organisers and from Wag.
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