Around 26,000 people are expected to attend Shrewsbury's annual food festival across the weekend.
The festival, now in its 11th year at Quarry Park, gets underway at 10am BST on Saturday.
There will be more than 200 independent food, drink, home and garden supply stalls, as well as cooking classes, live music and children's activities.
“We don't need Glastonbury when we have Shrewsbury Food Festival,” said Beth Heath, director of Shropshire Festivals, which runs the event.
The Shrewsbury Food Festival was founded when Heath decided the town needed an event similar to Ludlow's and has grown in popularity every year.
Due to the growing size of the event, organisers have drawn up a new layout for 2024, with just one entrance near St Chad's Church.
Approximately 100 volunteers will help run the two-day event.
“We were sitting there on a Sunday afternoon, totally exhausted, thinking, 'Why on earth are we doing this?' and then we looked around and there were people having fun,” Heath said.
“Nobody has their phone out, and it's families and couples doing things together.”
In April the event won Tourism Event/Festival of the Year at the West Midlands Tourism Awards.
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