Morrisons warms to curry festival

the World Curry Festival brand went on display across the UK yesterday after festival director Zulfi Karim secured a sponsorship deal with Bradford-based supermarket giant Morrisons.

By The Newsroom

Published 6th Sep 2011, 10:18 BST

The second annual festival, which takes place this month in Leeds, was without a lead sponsor after the public sector spending cuts.

Mr Karim said finding a private sector backer was “make or break” and negotiated the agreement with Morrisons after meeting chief executive Dalton Philips at the Bradford Chamber of Commerce dinner last year.

The festival logo, designed by Leeds agency Elmwood, is now in the aisles of all 450 supermarkets on curry-related products.

Richard Hodgson, commercial director at Morrisons, said: “While we know that not everyone will be able to come to the festival in Leeds, we’re bringing the experience to all our stores so everyone can have the chance to enjoy the best of curries in their own home.”