NINE years ago, six Ludlow and District Chamber of Trade stalwarts had the idea of starting a festival in Ludlow to highlight the outstanding quality of food in their shops, markets and restaurants.

They were enjoying a pint at the Bull Hotel after a meeting. ASDA was threatening to come to town and they hit on the idea of a food festival as a way of protecting Ludlow independent butchers and other food retailers from being undermined by the supermarket.

They also believed standards taken for granted by Ludlow shoppers needed to be flagged up in a much wider area for the benefit of traders and the whole economy of the town.

The then treasurer Jackie Cole, who was later secured important grant aid for the festival, remembers the group's delight at scraping together £800 "with minimal external help" to start the venture and the fun, as well as the hard work in the first year.

Also there at the outset were present chairman Phil Maile, Cynthia Scott, Graeme Kidd, Peter Hadley and John Fleming.

"We were amazed at how well the town received the idea. It was truly home-grown. We started off in the Harley centre in a small way. I suppose even more amazing is the huge success since," Jackie said.

From that modest start, the now nationally-prestigious Ludlow Marches Food and Drink Festival boasted a turnover of more than £70,000 and 12,000 visitors last year.

Phil Maile reckons the full financial benefit of the three-day weekend to the Ludlow area, taking into account bed and breakfast earnings and other spending in the shops, restaurants and pubs, is probably more than £1.5 million.

"As we come up to the tenth year we hope to get even bigger, but the foremost concern is to ensure that quality is maintained," he said.

Founders admitted the venture - in terms of size - had got "out of hand", in the best way possible, two years ago. The Chamber of Trade food festival sub-committee, which was running the whole show as a voluntary group, took on limited company status. A board was set up to include representatives of interested groups outside the chamber.

This year the festival is expected to more than consolidate its success. As it approaches the end of its first decade, Graeme Kidd sees it as remaining on a big growth curve.

The glossy programme leaflet is packed with traditional and new events, from Friday's pork pie bonanza and young chefs' competition to Saturday's sausage trail and chocolate tasting and Sunday's fresh herb market, ox roast and real ale trail.

There are talks, demonstrations, tastings, workshops and competitions of all kinds - and organisers are predicting as many as 15,000 people will this year be sharing the fun.

As a precursor, the 2001 pilot idea of a food lovers amble through Mortimer Forest, beginning with an hors d'oeuvre and progressing to a main course and a dessert along the way, attracted as many as 300 walkers this year. Held two weeks before the festival, Mr Kidd would not be surprised to see more than a 1,000 in the woods next time.

He said that with Ludlow Castle's outer bailey likely to be "full to bursting" this year, it was hoped the lawns of castle flats would be available next year.

Festival organisers are always keen for more help from volunteers whether before, during or after the weekend.

Anyone who can help should call co-ordinater Helen Coleman on 01584 861 586.