The organisers behind the award-winning Flavours of Plenty Festival are promising more events over more days as they unveil the 2025 programme and begin ticket sales.
This year’s 18-day festival, from 27th March to 13th April, will feature more than 50 foodie events at locations across the Coastal Bay of Plenty, from Waihī Beach to rural Wainui, near Whakatāne.
It’s the fourth year Tourism Bay of Plenty has organised the festival, assisted by its Flavours of Plenty collective of local businesses.
This community effort recently earned a New Zealand Tourism Award, reflecting outstanding industry collaboration and alignment with the region’s culinary tourism strategy.
Last year, domestic and international visitors collectively spent more than $132 million on food and beverages in the region.
Tourism Bay of Plenty general manager Oscar Nathan says this year’s festival theme, Edible Stories, is prompting each event organiser to share the stories behind the food they’re offering.
“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. 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,” Oscar says.
This year’s festival has inspired the creation of a unique citrusy pale ale, Sunseeker, which Mount Brewing Co. is now distributing throughout the country.
Almost 30 eateries have signed up for the Plates of Plenty Challenge, starting nearly a fortnight before the festival, which will see entrants take a box of nine locally produced ingredients to create bespoke dishes for diners and judges to vote on.
The first day of the festival will also feature the return of Battle of the Snack, where four up-and-coming chefs will be matched with experienced mentors to compete for titles as they produce the evening’s best snacks.
Other highly anticipated events include Late Summer Farm Kitchen (a five-hour culinary workshop and lunch in rural Matatā), Kōrero & Kai (an immersive cultural experience at Bowentown’s Otawhiwhi Marae), and The Big Bay Brunch (at the Omanu Beach Surf Life Saving Club, featuring some of the Bay’s best food producers).
“Our foodie community has taken this year’s theme of edible stories and run with it – whether it’s diving into local Māori legends, explaining the inspiration behind bespoke cocktails, or a very literal Jack in the Beanstalk event utilising locally-roasted coffee beans – there really is something for everyone, ” said Festival director, Rae Baker
In addition to the ticketed events, there will be a tempting array of community markets, a cultural parade, a children’s fair, and two food-growing workshops.
“None of this would be possible without the funders and supporters who have come on board to make this year’s festival happen. We’re very grateful to Western Bay of Plenty District Council, Whakatāne District Council and Tauranga City Council, as well as Downtown Tauranga, Toi Ohomai Institute of Technology, Cooney Lees Morgan, Mount Brewing Co., and Trevelyan’s,” Rae says.
For more information about this year’s event, click HERE!
Tourism Bay of Plenty is the Regional Tourism Organisation (RTO) and Destination Management Organisation (DMO) for Te Moananui ā Toi, the Coastal Bay of Plenty.
Their goal is to preserve the Coastal Bay of Plenty’s unique identity, enhance visitor experiences, and increase tourism investment and supply, whilst also ensuring that visitor-related developments complement the interests of residents and communities. They’re committed to ensuring that their organisation and region continue the journey towards becoming wholly regenerative. That means focusing on how tourism can give back to the community and environment whilst also having a positive economic impact.
