Following Birmingham's success in the Michelin guide, Marketing Birmingham will be showcasing the city's outstanding culinary achievements at Taste of Birmingham this July. In a UK first, Marketing Birmingham is taking ownership of the city's annual Taste event - the first time a UK 'Taste' city has taken on the franchise. 

The three year contract allows Marketing Birmingham to manage the four day food and drink event, working closely with its key partners in the city and wider region, including Heart of England Fine Foods (HEFF).

Taste of Birmingham 2009 will take place in Cannon Hill Park, Bimringham, from 9 - 12 July.

Neil Rami, Chief Executive at Marketing Birmingham, said: "While these are uncertain economic times, we feel it is important to build on what the city's good at. Increasingly, food and events help shape a city's image. Taking a more strategic role in the Taste of Birmingham event will allow us to make it more relevant to the city and we hope attract interest and visitors from further afield.

"Taste of Birmingham is part of a successful national brand and is one of a series of five events taking place throughout the UK. We will be working closely with restaurants and producers in the city and throughout the Midlands to ensure the event showcases the region's growing culinary offer." 

Andreas Antona, chef patron at Michelin starred Simpsons restaurant, said: "We're looking forward to the return of Taste of Birmingham. This time, the event will be taken to the next level, showcasing the whole spirit of the region's culinary talent. 

"Marketing Birmingham is working closely with us and other food and drink partners to ensure award-winning restaurants to businesses at grass-roots level are represented." 

Justin Clarke from Brand Events, who manages the Taste festivals said: "This is the fourth year that Taste of Birmingham will be held in the city and the event plays a key part in the city's attraction for visitors. Marketing Birmingham's management of Taste will focus on boosting the volume of new visitors and create a national profile for the event and city as a whole."

Marketing Birmingham successfully worked with Brand events to bring the Taste concept to Birmingham in 2006. This was the first Taste festival to be held outside London.