The organisers of the award-winning Flavours of Plenty Festival have unveiled their 2025 programme, promising an extended 18-day celebration of food, culture, and storytelling.

This year’s festival, running from 27 March to 13 April, will showcase more than 50 food-focused events across the Coastal Bay of Plenty, from Waihī Beach to rural Wainui, near Whakatāne.

Now in its fourth year, the festival is organised by Tourism Bay of Plenty with support from the Flavours of Plenty collective, a group of local businesses working to highlight the region’s culinary scene.

The festival’s collaborative approach recently earned it a New Zealand Tourism Award, recognising its contribution to the country’s culinary tourism industry.

In 2024, domestic and international visitors spent more than $132 million on food and beverages in the Bay of Plenty, highlighting the region’s growing reputation as a foodie destination.

Tourism Bay of Plenty general manager, Oscar Nathan, said this year’s theme, Edible Stories, will encourage event organisers to share the narratives behind their dishes.

“It’s an exciting opportunity to showcase the Coastal Bay of Plenty’s culinary traditions, distinctive produce, and the rich stories that define our region,” Nathan said. “Whether it’s their unique business journey or the cultural significance of the dishes they’re creating, we’re expecting each event to provide an unforgettable experience.”

One of the festival’s key highlights is a newly crafted citrus pale ale, Sunseeker, developed by Mount Brewing Co. for the occasion. Almost 30 eateries have also signed up for the Plates of Plenty Challenge, which will see chefs transform a box of nine locally sourced ingredients into signature dishes, with diners and judges selecting the best creations.

The festival will open with Battle of the Snack, a lively competition where emerging chefs, mentored by seasoned professionals, will vie for the title of best snack. Other anticipated events include Late Summer Farm Kitchen, a five-hour culinary workshop in Matatā, Kōrero & Kai, a cultural dining experience at Otawhiwhi Marae, and The Big Bay Brunch at Omanu Beach Surf Life Saving Club.

Festival director, Rae Baker, said she was proud of the community effort behind the event’s success.

“The festival has gained so much momentum since we launched three years ago, and our incredible network is ensuring its continued growth,” Baker said.

Alongside ticketed events, visitors can enjoy community markets, a cultural parade, a children’s fair, and food-growing workshops, ensuring there is something for everyone.