'Goddess of the Wye' launches Shropshire Good Food Trail at the Ludlow Green Festival

The 27th Ludlow Green Festival brought sunshine and the spirit of sustainability to Ludlow last weekend, where the Shropshire Good Food Trail was officially launched. 

The Shropshire Good Food Trail aims to support the relocalisation of Shropshire’s food system, and connect people with local farmers, producers, sellers, and chefs who are cultivating a future that is good for people, the planet, and the economy. Residents and visitors can explore over 130 producers, markets, restaurants, and farms, with the trail offering a rich calendar of events running until the end of August. The trail is organised and run by Daphne Du Cros and Emma Cantillion from the Shropshire Good Food Partnership. 

The launch was marked by a ceremony on the banks of the River Teme, where the majestic 12ft ‘Goddess of the Wye’ from artist Kim Kaos and her ceremonialist, Lady Wye, welcomed visitors to honour the river and its importance for farming and food growing. The ritual celebrated the gifts of the Teme and the surrounding valleys and plains, and committed the community to pay homage to the waters that nourish both land and people. 

Roger Furniss, chair of Ludlow21, said:

“It is all about encouraging sustainable living,” he said. “This year, the theme is about water and the preciousness of our water supplies and the need to control the pollution of the rivers in Shropshire.” 

Mayor Di Lyle of Ludlow Town Council lent her full support to the weekend’s events, engaging residents on green initiatives and the vital importance of protecting water systems in the county. 

A town council spokesperson reflected:

“From conversations on sustainable initiatives to championing natural habitats, the morning was rich with inspiration and connection”

Daphne Du Cros, Shropshire Good Food Partnership explained:

"We know that food production links with soil, water systems, biodiversity as well as our own health, economy and culture – and when one suffers, all the others do as well. Our work aims to highlight the connections across these systems and support farmers on their journey to regenerative land management that builds food system resilience and ecological resilience. Because at this point, we can’t afford not to. The Good Food Trail celebrates the visionary producers who are leading Shropshire’s food system transition in partnership with nature, as one that supports health for people, place and planet."

Lily O'Mara, 2025 Bertha Challenge Fellow and Sustain Climate Campaigner says:

“We’re abusing our rivers: poisoning them with runoff, choking them with waste, and turning a blind eye as ecosystems collapse. The repeated rubber-stamping of intensive livestock units without serious environmental scrutiny has placed Shropshire among the worst-affected areas for agricultural pollution. That’s why Sustain and the Bertha Challenge 2025 is proud to support local efforts to celebrate good, sustainable food and to stand up for our rivers. We’re calling time on the era of polluting mega-farms. Shropshire is ready to reject destructive industrial models and fight for food systems that truly nourish people, land, and water.” 

The Good Food Trail runs from July 21 - August 31 2025. You can see the full list of events and activities here.