Food Tourism | Denbigh Plum

The Brief

To work with the Denbigh Business Group and profile Wales oldest living Plumtree called the Denbigh Plum.

The oldest surviving Plum of Wales can be found in Denbigh and called the Denbighshire Plum, the pride of Denbigh town. Estimated to be over 300 years old this little plum is given Denbigh a fabulous festival each year.

Protective Status

We successfully applied for Protected Geographical Indication (PGI), once the Denbigh Plum was recognised as unique to the area, our next objective was to promote the plum. Working with the newly formed Denbigh Plum Group – an active group formed from local business who are eager to see their beautiful town thrive with an annual festival to celebrate the Denbigh Plum.

Events

‘PlumFeast’ encouraged local suppliers to integrate the Plum into their products and showcase them at the Feast event in Denbigh Town. The Project culminated in the coordination of promoting local food and healthy eating, cooking demonstrations, expert talks on the Denbigh Plum and how to cultivate it, plus activities for children on the day.

Results

Now in its 10th year, the annual Plum Feast showcases local food producers little twist on the Denbigh Plum, with a magnificent range of dishes on offer, from hog roast with plum sauce to luxury plum chocolates with hundreds of visitors eager to taste the delights of Wales’ only native Plum.

Read what the press had to say…

Denbigh plums ‘could put the town on the map’