Paycare and Shropshire Festivals have joined forces to shine a spotlight on the volunteers who help make the Shrewsbury Food Festival one of the county’s most anticipated annual events.

As one of the main sponsors of this year’s festival and the official Health & Wellbeing Partner for 2026, Paycare will be championing all of the volunteers who welcome visitors, support traders, keep the site running smoothly, and help create the vibrant, family‑friendly atmosphere the event is known for.

The partnership sees the launch of the ‘From One Smile to a Million’ campaign - a celebration of the people whose everyday acts of kindness and community spirit create the ripple effect behind Shropshire's biggest events.

“Our volunteers are the heartbeat of the Food Festival,” said Beth Heath, Director of Fun at Shropshire Festivals. “Having Paycare champion them and their wellbeing means a huge amount to us and to the people who give their time to make this event so special.”

Across the festival weekend, the campaign will be brought to life through volunteer spotlights, live 'smile moments' captured around the site, and authentic vox pops filmed with volunteers in the moment.

Ant Burns, CEO of Paycare, said: "Shropshire Festivals brings people together, supports local businesses and creates experiences families remember for years.  But none of that happens without the volunteers who give their time so freely.  At Paycare, people's wellbeing is at the heart of everything we do - so being able to stand alongside those people, as a main sponsor and as the festival's Health & Wellbeing Partner, fills us with real pride."

With more than 24,000 visitors expected across the festival weekend, the collaboration between two Chamber Patrons highlights the power of local organisations working together to strengthen community wellbeing and support the region’s economic and cultural life.

The partnership also reflects a broader shift in how organisations think about wellbeing - with volunteering playing an increasingly important role in workplace culture, particularly for the SMEs that make up much of Shropshire's business community.

The Shrewsbury Food Festival returns on 27th and 28th June, bringing together food lovers, families, traders, chefs, and community groups from across the region.

Now in its 152nd year, Paycare continues to support individuals, families, and workplaces across the UK through its range of Health Cash Plans, designed to make everyday healthcare more accessible and affordable.