About 20,000 visitors to Ludlow were expected to bring more than £1 million to the town as its annual food festival started today.

Huge crowds will arrive over the next three days for the 15th annual event.

Today festival co-ordinator Beth Heath said advance ticket sales had reached their highest level ever with more than 3,500 being sold. She said: “We’re looking forward to our best event ever. The sun is shining and we’re all set for a great event.”

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Festival chairman Phil Maile said: “We’re indebted to the support of our volunteers. More than 120 people will be helping out over the next three days and we owe them a debt of gratitude.”

Ludlow’s mayor Councillor Martin Taylor-Smith officially launched the festival last night during a VIP reception at Ludlow Castle and said the town’s reputation was enhanced by it.

Ludlow MP Philip Dunne said that he was looking forward to supporting exhibitors and mingling with crowds.

Mr Dunne said: “The food festival gives the town’s traders a terrific boost and it continues to go from strength to strength.”

The festival was formed by a group of friends from Ludlow Chamber of Commerce, who were concerned that the arrival of supermarkets would hamper local shops.

The festival in Ludlow Castle was open from 10am to 5pm today and Sunday and from 10am to 6.30pm tomorrow.