Edgbaston Stadium has recently announced a new long-term partnership with Fordhall Farm Event Caterers, naming them as the stadium’s official concession management company. This collaboration will see Fordhall Farm Events, based in Market Drayton, supply over 50 street food style units around Edgbaston during Vitality Blast games, Blast Finals Day, and international matches.
This agreement extends a longstanding relationship between the two brands that dates back to 2015. Edgbaston Operations Director Claire Daniel expressed her excitement about continuing this partnership, highlighting the shared values between the two organizations. She emphasized Edgbaston’s commitment to sustainability and sourcing products from local suppliers, a value that aligns closely with Fordhall Farm’s ethos.
Fordhall Farm Events, a family-led business and one of the first organic farms in the country, supplies much of the produce to units at Edgbaston from their on-site farm butchery. Any additional products are sourced from suppliers in the region, emphasizing the focus on supporting local businesses.
The partnership between Edgbaston and Fordhall Farm Events began over a decade ago when Ben Hollins, Director of Fordhall Farm Events, approached Edgbaston with their farm products. Starting with just four units, the relationship has flourished over the years, with Edgbaston fans and visitors alike enjoying the high-quality food offerings provided by Fordhall Farm Events.
In addition to catering at Edgbaston, the agreement also extends to providing catering options at Rugby School for Warwickshire’s three Metro Bank One Day Cup games in August. Fordhall Farm Events operates as tenants to England’s first community-owned Organic farm, The Fordhall Community Land Initiative, further emphasizing their commitment to sustainability and community support.
Ben Hollins, Director of Fordhall Farm Events, highlighted the synergy between their street food offerings and the vibrant atmosphere of match days at Edgbaston. He emphasized the diverse range of food and drink options available, catering to the varied tastes of attendees. The focus on street food aligns with the popular food scene in Birmingham, offering a unique and enjoyable experience for visitors.
Looking ahead, Fordhall Farm Events is excited about the upcoming cricket season and the opportunity to collaborate with such an iconic venue as Edgbaston. The long-term contract provides the company with the ability to invest in infrastructure to enhance customer experience and support Edgbaston in achieving its sustainability goals.
Overall, the partnership between Edgbaston Stadium and Fordhall Farm Events signifies a commitment to quality, sustainability, and community support. It showcases the value of collaboration between organizations that share common goals and values, ultimately enhancing the experience for fans and visitors at Edgbaston. As the cricket season approaches, both parties look forward to a successful and fulfilling partnership that benefits all involved.
