This is Cumbria : the beginnings
Between the 8th and 10th of April a large group of Cumbrian Food and Drink Businesses are going down to the Farm Shop & Deli Show at the NEC. They are going down as individual businesses but are locating in one large ‘This is Cumbria’ pavilion.
This is Cumbria started as an idea at last years show from two businesses Ginger Bakers and Hawkshead Relish. They both wanted to make more noise about the great businesses based in Cumbria. So as you do, they booked a huge block right next door to the main stage for next year.
A few days later Maria from Hawkshead Relish rang us (Thomas Jardine & Co) and Sue from the Family Business Network to see if we could help fill, name, promote and develop the space. The answer was of course yes. The name ‘This is Cumbria’ came up as the collective name for the stand and We are Eclectic stepped up to do the design work for the show. As we write, Printing Plus have stepped up to do our printing.
This is Cumbria at the Farmshop & Deli Show
The plan is to make ‘This is Cumbria’ a regular of the Farm Shop and Deli Show. To achieve this we created a showcase area to allow businesses to test the water in a friendly environment. They will be surrounded by businesses who are more experienced with these types of shows. Two key sponsors Cartmell Shepherd and Enterprise Answers both stepped forward and financially supported areas for these businesses (Cartmell Shepherd the showcase area and Enterprise Answers the enterprise zone).
This is Cumbria: our supporters
The businesses have now grown to 6 stand holders: Hawkshead Relish, Ginger Bakers, Kin Vodka, Tray Bakes, Kendal Mint Liqueur and Farrers and 6 show case businesses: Shed1 Gin, The Pie Mill, ML3 Technical, Lakeland Artisan, The Toffee Shop and Molly Rose Drinks. At time of writing we still have one 2*2 space left so please shout if you fancy joining us.
The activity around the show is now growing. Maria has given a brilliant masterclass at the NWBH show on getting the most of a trade show. We are also holding a drinks reception on the 9th with Nigel Barden and various Cumbrian Chefs will give ‘This is Cumbria’ a shout from the main stage.
Help is coming form all sorts of other places, 32West have helped with press releases, Freya from WRBM has answered all our queries, BBC Radio Cumbria have talked to us about the progress of the show and loads of tweeters are helping spread the word. This is Cumbria is happening because businesses want it to happen. It’s going to be interesting to see where we go next…
This is Cumbria
The ‘This is Cumbria’ collective has this week launched a new brandmark that will represent the forward-thinking group of businesses at a national event next April. The brand has been launched as the collective make a final call for Cumbrian producers and craftspeople to join them at their inaugural event, the Farm Shop & Deli Show at the NEC 8-10 April 2019.
The initiative was formed earlier this year with an aim to create a ‘big impact’ destination stand that could position the very best of Cumbrian food, drink and produce in front of thousands of key buyers. With much of the space already booked, just four trade stands are remaining. Come and join the likes of Hawkshead Relish , Ginger Bakers, Kin Vodka, Tray Bakes, Kendal Mint Liquor and Shed1 Distillery.
‘This is Cumbria’ are also offering a number of affordable ‘Show Case’ stands to developing businesses that are new to national trade shows. Keith Jackson one of the co-organisers from Carlisle-based Thomas Jardine & Co, said “Cumbria is full to the brim with creative people who all share a common bond – they are all inspired by Cumbria to create exceptional things, which comes through in our newly unveiled brand identity.
“We wanted to offer those businesses who are first-time trade show exhibitors an introductory opportunity which requires a lower investment of cash and time than a regular stand would, with the added benefit of extra support through event training and participation in promotional collateral. We’d encourage any businesses that may be interested to get in touch for a chat about what we can offer.”
For businesses taking full trade stands at the event, ‘This is Cumbria’ are also offering a number of unique benefits which include pre-show PR and social media build up, inclusion within a dedicated booklet and a drinks reception hosted by celebrity chef, Nigel Barden.
Sue Howorth of The Family Business network said “We’re delighted to support this exciting initiative that offers growing businesses a platform and a voice outside of Cumbria. I can’t think of a better opportunity for those looking to reach a national audience or to raise their brand awareness.”
The Farm Shop & Deli Show takes place at the NEC from 8-10th April 2019. For more information or if you are interested in joining the growing collective that is ‘This is Cumbria’, contact Keith Jackson on firstname.lastname@example.org or visit the facebook page @ThisisCumbria
Cumbrian Food and Drink
Our county’s vibrant and diverse food & drink scene has made Cumbria a must-visit destination for foodies in recent years. Local food festivals and farmers markets have flourished as a result but now a group of innovative food & drink producers want to join forces to take Cumbria’s finest to the national stage at the NEC Farm and Deli Show in April 2019.
The seed was sown at this year’s Farm Shop & Deli Show in April when a small number of Cumbria-based food & drink businesses exhibited their produce to an audience of 30,000 trade buyers over 3 days. Despite their independent successes, they noticed the gathering crowds of buyers at the large county and regional stands and the idea of the ‘This is Cumbria’ initiative was born!
This is Cumbria
With collective efforts from Jacqui and Keith Jackson at Thomas Jardine & Co, who specialise in generational food businesses and food entrepreneurs and Sue Howorth from The Family Business Network Ltd, the project has been launched to offer trade stand space and sponsorship opportunities. Speaking about the initiative, Keith Jackson said “Maria from Hawkshead Relish and Lisa from Gingerbakers has secured the best location for our ‘This is Cumbria’ stand adjacent to the Live Stage to help us to create a real buzz and curiosity around the produce, but also to offer a unique one stop shop for buyers, retailers, distributers and suppliers to come and experience a taste of Cumbria”.
Already working closely with many Cumbrian food and drink business through The Family Business Network, Sue Howorth commented “The ‘This is Cumbria’ stand represents great value and a one-off opportunity for those new to the world of exhibitions or for businesses with tight marketing budgets to sell more products nationally or internationally. We are offering a range of stand sizes from shared space which is ideal for first-timers, to larger stands for the more established”. Other incentives for joining the Cumbria stand will include the sharing of logistics and travel costs, collecting buying power for show sundries, plus the use of a dedicated central meeting space within the stand for exhibitors to meet and talk with potential customers and trade press.
Maria Whitehead MBE of Hawkshead Relish plans to hold a Masterclass prior to the Show to offer advice and support to fellow Cumbrian exhibitors on how to get the best from the show. Speaking from experience, she commented “This is the sector’s leading event and it brings together over 450 exhibitors which attracts thousands of key buyers from the food and drink retail market over the three days. It gives us a brilliant opportunity to launch new products, generate new sales leads, network and meet with existing clients and to generate some good PR coverage. We hope that this unique opportunity will encourage local businesses to join us and exhibit next year alongside like-minded Cumbria producers”.
The Farm Shop & Deli Show takes place at the NEC from 8-10th April 2019. If you are a Cumbria-based food or drink producer and are interested in reserving trade space, please contact our ‘This is Cumbria’ project coordinators, Keith and Jacqui Jackson via email email@example.com. The team are also inviting businesses to join the venture as a Sponsor of the ‘This is Cumbria’ stand.
More information about the 2019 Farm Shop and Deli Show can be found at www.farmshopanddelishow.co.uk