Organisers of the Brighton and Hove Food and Drink Festival were given a huge boost this week when Yellow Pages agreed to be the headline sponsor.

The event, which runs for three weeks in September, celebrates the best of food and drink in Sussex and is set to be bigger than ever before.

A huge food and drink market will be held in the Corn Exchange and along New Road, providing a centrepiece for the festival. More than 70 food producers have signed up to take part in the market, which will include tastings and demonstrations, competitions and live music.

Richard Duggleby, head of external relations at Yell, publisher of Yellow Pages directories, said the group was delighted to support the festival.

He said: "A quick flick through the Brighton Yellow Pages directory reveals the huge variety of culinary experiences available in the city. We hope the Festival will encourage people to celebrate this by exploring the great range of food and drink that Brighton has to offer."

This year the festival is promoting the benefits of buying local and, following the success of Jamie Oliver's school dinners campaign, healthy eating among children.

Paula Seager, festival organiser and director of public relations company The Priory Partnership, said the sponsorship deal had help carry the festival "into a new era".

She said: "Our goal is to build a food and drink festival that matches the best in Britain - a real community event that not only helps people discover all the healthy and top quality food that is available locally but inspires them to enjoy food more through both cooking and eating out.

"We are seeking advice from key people and organisations, including TV food expert Hugh Fearnley-Whittingstall, other successful food and drink festivals and the Slow Food Campaign, as well as the major restaurants and hotels locally, to help build a festival that becomes one of the British greats."

Councillor Sue John, deputy leader of Brighton and Hove City Council, said: "Yellow Pages' support proves this event already has a significant profile and is set to become as popular as our annual arts festival.

"The quality of Sussex food and drink is gaining an excellent reputation."

Roger Marlowe, president of the Brighton Hotels' Association and the architect of the festival, added: "We have enjoyed a wonderful partnership of local lovers of food and drink in the past but have brought in new faces to breathe some fresh life into the festival this year."

June 22, 2005