UK music festivals are ideal for food companies looking to target new customers, according to a food industry expert.
The country is famed for its sheer amount and variety of music festivals from the most iconic such as Glastonbury, Reading and Leeds and Download to the smaller independent events such as 2000 Trees, Secret Garden Party and Boomtown Fair. While revellers flock to festivals to see the biggest and best bands around, the range of food on offer can be hugely important as to whether people class it as a success or not.
Nearly everyone who has attended a festival in their life will have a horror story of how they had their, or almost had their, experience tainted by a food purchase. This can be due to the standard of cuisine on offer or just the sometimes extortionate prices that vendors can charge. Refreshments can be big business at festivals and Genius Foods boss Roz Cuschieri believes that there are great opportunities for food companies.
Speaking to FoodManufacture.co.uk, Mr Cuschieri explained that festivals give food companies the kind of engagement they would not tend to get in day-to-day operations. They present a time when people are more open to trying something new and they have previously worked well when firms are looking to test the water with a different product.
The Genius Foods boss added: "What we were aiming to do last summer - and the weather helped - was to pop up in places where people wouldn't expect us to. Family music festivals and town centres - these are the best ways to get people to try something they wouldn't normally."
Genius Foods has previously attended the Cornbury Festival in Oxfordshire providing gluten-free toast to hungry revellers while it was also present at Latitude festival and Rewind festival in Henley-on-Thames.