New ‘Taste the Place’ tourism campaign launches

Ferneley's Ice Cream with logo: Taste the Place Leicestershire

Discover Melton has launched a new tourism campaign "Taste the Place" to showcase some of the best local food and drink in the Rural Capital of Food.  

While the pies, ale, and cheese are the historic market town's notable specialties, the foodie scene extends well beyond that. The campaign aims to highlight the diversity and breadth of the local food and drink offerings through various local independent producers, restaurants, cafes, delis, farm shops, pubs, and food festivals. 

The campaign has distributed regionally a new food and drink event calendar, "A Melton Taste Adventure," which offers a trail map to promote some of the most delicious food and drink spots in the borough. Additionally, "Pick Up and Picnic" provides suggestions on where to buy locally sourced food in farm shops, markets, and delis, along with the top local picnic spots for alfresco dining, both are available to download on the Discover Melton website.  

The Leader of the Council, Cllr Pip Allnatt expressed his excitement about this initiative: “We are pleased to take part in this county-wide promotion alongside Visit Leicester and Great Food Club, to support and highlight our exceptional local food and drink industry. Our region boasts a vast array of award-winning local produce and excellent eateries serving delicious food and drink. By highlighting the variety and quality of our offering throughout the borough, we hope to inspire both residents and visitors alike to embark on a Melton taste adventure.” 

Matt Wright, author of the Great Food Club said, “Melton is a treasure trove for food and drink enthusiasts, offering a diverse range of independent food and drink businesses. The new Taste Adventure map of the Borough is your guide to 48 remarkable local establishments, each contributing to the area's rich culinary landscape. From the historic Ye Olde Pork Pie Shoppe to the innovative Round Corner Brewing, there's something for every palate. We invite you to explore these gems in our community – you might be surprised just how many great places are on your doorstep! A world of authentic flavours and passionate producers awaits.” 

The campaign features two exciting new videos highlighting a taster of great eating experiences and award-winning producers. Business listings are categorised under four themes on the Discover Melton website, namely "A Taste of England," "The World on a Plate," "Food for Thought," and "The Home of Veganism." 

A Taste of England - explores traditional food and drink made or consumed in in the area, but also promoting traditional pubs, Coaching Inns, and venues where afternoon tea (said to have been invented at Belvoir Castle in the mid-1840s) can be enjoyed. It will promote activities related to the theme including pie making workshops, brewery tours as well as events such as East Midlands Food Festival, Pie Fest, the Artisan Cheese Fair, beer festivals and more. 

Food for Thought – explores a rich history in farming, food, and a record of manufacturing success with award winning local businesses. The campaign will highlight sustainable food consumption that reduces food miles, supports sustainable Agri-farming, and promotes a ‘farm-to-fork’ approach with retail outlets, delis, farm shops and markets where locally produced, seasonal products can be bought as well as kitchens that source local, sustainable ingredients. 

The World on a Plate - highlights the world food offer, with an explosion of food flavours from different corners of the globe brings variety and delicious cuisines. The Grange restaurant is one of only two places in the country (the other is in London) serving the two French delicacies: Tartiflette and Berthoud – pronounced “Berto”? 

The Home of Veganism - veganism was first invented in Leicester by Donald Watson in the 1940s. This theme highlights restaurants and cafes that offers a selection of vegan and vegetarian options on their menu. 

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Notes to editors: 

The UK Shared Prosperity Fund is a central pillar of the UK government’s Levelling Up agenda and provides £2.6 billion of funding for local investment by March 2025. The fund aims to improve pride in place and increase life chances across the UK investing in communities and place, supporting local business, and people and skills.  

For more information, visit 

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29 January 2024