For many of us growing up, the phrase “don’t play with your food” was probably sensible advice; for the team behind Street Food Circus, it became a philosophy. Founder Matt The Hat talks to Antonia LeVay about the 10 years of SFC and the ethos behind this travelling culinary jamboree.
Ten years on from launching their first events in a warehouse, south Wales-based collective Street Food Circus has built one of the most distinctive independent food and family event brands in Wales, blending street food, circus, fire, music, performance and community into something that feels far removed from the identikit food festival model.
“We’ve always had this thread of playfulness running through everything,” explains founder Matthew Lawton, known to most as Matt The Hat. “That idea of play has always been important. Food with the addition of play really sits at the heart of what we do.”
Long before SFC’s expansion into multiple sites and large-scale seasonal events, there was already a commitment to creating spaces people genuinely wanted to spend time in. “There’s a saying: if you want to go fast, go alone. If you want to go further, go together,” says Matt. “The biggest thing we’ve learned over the years is only doing things with people who believe in the same mission.”
Street Food Circus remains fiercely independent and family-run, something Matt admits can sometimes make life harder in a competitive marketplace. “Being an independent family-run business is very different to having big brand backing behind you,” he says. “But we’ve been lucky.”
There’s a strong sense of Welsh identity running throughout the food, performers and collaborations, from Forest Feastival in Merthyr Mawr to Mabon at Caldicot Castle. Mabon – described as a fire, feast and folklore gathering – leans into harvest traditions, storytelling and communal dining, with conversations, performances and Welsh cultural figures all part of the early-autumn experience. Charlotte Church and Cerys Matthews are lined up to take part this year. “It’s more grown-up,” Matt says. “It’s about food, hospitality and people coming together.”
That sense of togetherness extends to the traders themselves. Many now-established Welsh food names had a Street Food Circus spot in their early days. “We’ve always tried to keep space for emerging people each year, and provide a safe platform for people to test ideas out,” Matt says. “Some traders go on to open restaurants, others keep the street food side going.” He compares it to the music industry: open mic nights leading to clubs, then festivals and bigger stages.
Wales’ food scene is in a strong place creatively, Matt reckons. “We’ve got the best produce in the UK. Look at some of the best restaurants across Britain – they’re using Welsh produce every day. The quality of food traders here is incredibly high.”
But the events are about more than food: circus performers, artists and family entertainment, with children able to attend much of the programming for free. “In the current climate, access to arts and performance is really important,” Matt says. “Some families might come for the food, then suddenly they’re watching circus or performance art they’d never normally go and see, and they end up loving it.”
Sam and Shauna – the authors and TV presenters best known for founding south Wales BBQ company Hang Fire – return with a menu of their ‘greatest hits’ at selected events this year. There are also new additions such as Queen Pepida, a Venezuelan food truck specialising in arepas, and Hakkō House, a Japanese catering business set to journey up from Frome – all with their own back stories and unique offerings. It’s Matt’s job to select 15 traders per event from over 300 applicants: a tough decision, he says, as if it needed confirming.
Street Food Circus’ core philosophy remains simple. “No shortcuts. If the drinks are good, the food’s good and people have a great experience, then that’s what matters.”
Street Food Circus: Summer Feastival, Pembrey Country Park, Carmarthenshire, Fri 19-Sun 21 June; Fantastic Fête, St Donats Castle, nr Llantwit Major, Fri 31 July-Sun 9 Aug; Harbour Feastival, Saundersfoot Harbour, Pembrokeshire, Fri 4-Sun 6 Sept; Mabon, Caldicot Castle, Fri 25-Sun 27 Sept
Tickets: priced per event. Info: streetfoodcircus.co.uk
words ANTONIA LEVAY
