Foodfest, Wimbledon

What struck me as I mooched around the Wimbledon FoodFest was not just the variety of food on show, but the sense of community among those involved.

Wooing cash-strapped customers in a recession, restaurateurs and suppliers alike approached the challenge with gusto and camaraderie. Sandy Rerksasut, of the Chang Thai Restaurant in South Wimbledon, told me: “I hadn’t met any of these people before, but when you’re here for four days chatting to them you get to know each other. It’s good to meet other people in the same business, to talk about how things are going, swap tips, things like that.”

Unconcerned by the chilly Tuesday night air, everyone I spoke to was chirpy. Laura Conway, who runs internet-based company Cupcake-A-Licious, was delighted at the interest in her glamorous cake towers: “We’ve sold quite a few every day and we’re really pleased. People come over and have a chat with us about them. Everybody likes a bit of cake and they’re quite sparkly which attracts people over.”

Moving among these culinary whizzes it became obvious how much they rely on events like this to raise their profiles. Paul, who runs Global Fusion Co. Vegan Creole Bakers and had almost sold out of a sturdy rum and orange cake by the time I got there, takes his stall to Glastonbury Festival: “We’ve had a good response everywhere. This is a genuine, artisan product made by my wife and children. They’re handmade and mixed from organic ingredients. It’s limited and in demand.”

There was an entrepreneurial vibe in the air, with the show of talent stretching beyond a conventional restaurant format. Simon Harrop, local franchisee for Riverford Organic, delivers produce to people’s doors. Dishing out hearty Ribollita soup to show off his ingredients, he said: “This is a good way to let people know what we’re doing. When we compare our prices against the supermarkets we’re about 20 percent cheaper, and also you’re buying direct from a farm with fewer middle men.”

This foodie get-together is not a one off for Wimbledon. The Mamma Mia Italian Market arrives at the Piazza on Friday and will run throughout the weekend. 
 

Catherine Shannon