What % of U.K land is used for agriculture?
70%
What % of workers work in the agricultural sector?
1%
What is the name of a historic market town in South Shropshire?
Ludlow (example of rural rebranding)
What is the background of Ludlow town?
located in south Shropshire, an isolated market town, containing many attractive historic buildings
What is the population of Ludlow?
10,266 (2011 census)
What year did the first food festival in Ludlow run and who came up with the idea?
1995, members of Ludlow District Chamber of Trade and Commerce
What was the purpose of the festival in Ludlow?
designed to encourage visitors to explore Ludlow and its specialist shops, restaurants and pubs
What were the number of visitors that went to the Ludlow festival between 2006 and 2010?
2006 = 17,100 (entering the castle)
2010 = 21,000 food lovers enjoyed the event
What happens at the food festival in Ludlow?
- farmed sausage trail
- live music and comedy
- bouncy castle and Ale trail
- added competitions of pork pie
How much did Shropshire Council invest into Ludlow?
£3.5 million to revive the market town
What is the ‘Cittaslow’ movement?
was formed in Italy 1986 to encourage small towns to take part in the ‘slow food’ movement, where the quality of the food matters
What are the three key aims of the slow food movement?
- preserving local food - fair conditions and pay for local farmers and workers
- raising awareness about how producing food affects the environment
- protecting diversity
What is the Local the Ludlow campaign?
promotes food and drink produced within 30 miles of the town
aim = to reduce the environmental cost of food production, and to support the local food economy
What does the local to Ludlow campaign organise to help promote Ludlow’s food centre?
- Local produce market in castle square on 2nd and 4th Thursday every month
- supporting local food and drink supporters
- reduce the environmental impacts by selling compostable shopping bags and cutting down packaging and food miles
What is the Ludlow farm shop?
a one-of-a-kind shopping environment where farming, passion for great food and retail come together
What are some examples of specialist food establishments located in the town of Ludlow?
The Mousetrap, which is a specialist cheese shop
What are the public perceptions of the rebranding of Ludlow?
traditional, unique area, creates a sense of community, lots of affluent (middle class) people in the area = positive perception
How does the portrayal of the town reinforce the rebranding message?
- they are portrayed as the ‘culinary town of Britain’
- people who are more affluent and are looking to retire early, get more for there money
- people visit internationally
What was the number of second home owners in Ludlow in 2001 compared to 2008?
2001 = 1.7%
2008 = 2.1%
Is the Chamber of Commerce a local group of external agency and what was its role in the rebranding of Ludlow?
- Local group
- came up with the food festival
Is the ‘Cittaslow food’ movement a local group or external agency and what was its role in the rebranding of Ludlow?
- External agency
- used slow food principles from Italy
How has the rebranding of Ludlow impacted on the ‘Rural poor’ on Ludlow?
- the Sandpits Estate (a pocket of deprivation)
What is the unemployment rate in the Sandpits Estate compared to the national average?
Sandpits estate = 8.7%
National average = 4.6%
Has the rebranding of Ludlow helped the residents of Sandpits?
no they face unemployment, poverty, thee is no jobs for young people
- pop of 4,000 - gentrification, affluent population displaces the lower class
