Flavours of Plenty Festival

Flavours of Plenty, created to elevate the Bay of Plenty's regional food narrative, commenced its journey in 2021 amidst the backdrop of COVID-19. Working as the Chair of the initiative on behalf of Tourism Bay of Plenty.

Our primary goal was to unite our fragmented food community, raise regional food awareness through domestic visitation and bolster the presence of local cuisine in eateries. We did this by showcasing the synergy of our community, putting our people, places, plates, and produce in the spotlight. From cheese rolling to chocolate tastings, snack battles to sourdough making workshops, the variety of events showcased the essence of our regional food story.

2022 results were as follows:

- 5,000 attendees, 19% joining us from outside of region

- 51 event contributors

- 4,000 tickets sold

- 30+ captivating events

Marketing was an important component of the festival's success alongside sponsorship. We partnered with Cuisine Magazine to expand our outreach to our target audience beyond our local area. We secured ample sponsorship from both local businesses and corporate partners, ensuring the event's success and prosperity.

- $1.3M+ estimated advertising value (EAV)

- 19% share of voice (reach of news articles)*

*Share of voice between VISA Wellington on a Plate (68%) and F.A.W.C Food & Wine Classic (13%)

- 2.5M+ potential reach

As the festival strides into its third year, it continues to gain momentum, securing ever-growing popularity and support. Our aspiration is to establish this event as an enduring legacy for our region.

Flavours of Plenty Festival is a finalist in 2023 New Zealand Events Awards in two categories: