SUNDAY'S fourth annual Beverley Food Festival has all the ingredients for another hugely successful event.

The festival will see the town's historic market place come alive with alluring aromas and tempting tastes from some 70 food stalls and a cookery marquee.

Everything from locally brewed beers, freshly cooked, hand-made and home-grown foods and freshly farmed meats are available to sample and purchase.

The event, which also includes cookery demonstrations and entertainment, is a feast of fun, attracting some 10,000 people to the town centre.

It also helps the region's economy by promoting local produce and supplies – one of the key themes of the Mail's Bounce Back campaign to help the area out of the recession.

The popular event, organised by Beverley Town Council, cuts out the middle man by bringing local producers and customers together.

Town councillor Matt Snowden, who is chairman and founder of the event, said: "Beverley Town Council is delighted to be running this event, which has proved a big hit over the past three years.

"As a major service centre to a wide rural hinterland and one of the principal towns in the East Riding, it is vital that we play our part in making locally produced food as easily available to people as possible.

"This is especially important during the current economic climate, as it allows us all to support rural food businesses, which are a major part of our local economy."

Cllr Snowden said the organisers want the festival to be a fun and informative day.

A range of free cookery demonstrations will be carried out by top local chefs in the food festival marquee, together with entertainment and a charity barbecue.

As well as promoting local food and producers, the event also aims to provide a boost for businesses in the town.

Town clerk and food festival organiser Helen Watson said: "We anticipate that the food festival will also bring people into the many cafes, pubs and restaurants that our town enjoys.

"With the combination of excellent local food, fun cookery demonstrations and an opportunity to investigate what else Beverley has to offer, we hope that people will want to continue coming back to the town."

Beverley and District Chamber of Trade chairman Phil Guest said the annual event is a major success and has boosted Beverley's growing reputation as a festival venue.

He said: "Beverley has quite a regular programme of festivals, which can only be good for the town.

"Events such as this attract thousands of people to Beverley and businesses benefit from the extra volume of people in the town."

Mayor of Beverley, Councillor David Elvidge, said the town council is proud to host the event.

He said:"Beverley has a long and proud history of being a principal market town, which now has a growing reputation as a place of popular and successful festivals.

"The food festival is a welcome addition to the festival calendar and reflects the abundance of local food the area has to offer."

The event will raise funds for the mayoral charity, the Soldiers, Sailors, Airmen and Families Association.

It will run from 9am to 4.30pm, with the official opening at 10am in the food theatre marquee.