0:00:03 > 0:00:05The British countryside.
0:00:06 > 0:00:10With green valleys, wild mountains, rolling farmlands and forests,
0:00:10 > 0:00:14the landscape is as diverse as it is beautiful.
0:00:16 > 0:00:19Many dream of escaping to the simple country life.
0:00:21 > 0:00:25But for those who live in rural Britain, it's a different story.
0:00:25 > 0:00:27Traditional industries are in decline,
0:00:27 > 0:00:31and across the land, local shops, pubs and farms,
0:00:31 > 0:00:34the very cornerstone of country life,
0:00:34 > 0:00:36are closing at an alarming rate.
0:00:36 > 0:00:40It just seems that the heartbeat of our green and pleasant land
0:00:40 > 0:00:43is fast disappearing.
0:00:45 > 0:00:47This was a really vibrant shopping street,
0:00:47 > 0:00:51and now we've got one pub left, and that's it.
0:00:51 > 0:00:56You need to keep these places safe and secure for our children to come and enjoy.
0:00:56 > 0:00:59The one thing the countryside has going for it
0:00:59 > 0:01:01is the people who call it home.
0:01:01 > 0:01:06But what if locals were able to take matters into their own hands?
0:01:06 > 0:01:10What if groups of volunteers were given a load of money
0:01:10 > 0:01:12to turn their dreams into realities
0:01:12 > 0:01:15and put the spirit back into their communities?
0:01:15 > 0:01:17We're only going to succeed in this project
0:01:17 > 0:01:21if we involve as many people from the community as possible.
0:01:21 > 0:01:23Good service. We want good service.
0:01:25 > 0:01:31With just 12 months to pull it off, putting their villages back on the map is not going to be easy.
0:01:31 > 0:01:36- I just know that we're going to have battles every step of the way!- Hm.
0:01:36 > 0:01:40- I have no building experience whatsoever.- What a shambles.
0:01:40 > 0:01:44But the results might just be spectacular.
0:01:44 > 0:01:50It's the biggest chance we've ever had to do something amazing.
0:01:50 > 0:01:52Well done!
0:01:52 > 0:01:55It's a big ask, but it could work.
0:02:16 > 0:02:20A group of volunteers think food can save their village.
0:02:20 > 0:02:24- This is absolutely yummy!- Oh, good! - Well done.- Thank you very much!
0:02:24 > 0:02:27Welcome to the Tideswell School of Food!
0:02:27 > 0:02:30But will it leave a sour taste in the mouths of the community?
0:02:30 > 0:02:34I hope it works, but as long as it doesn't take any business off us.
0:02:34 > 0:02:37It seems to me you're fearful of regeneration.
0:02:37 > 0:02:39I think we've got to bring a lot of people in.
0:02:39 > 0:02:42And have they bitten off more than they can chew?
0:02:42 > 0:02:46None of us have run a cookery school, or planned a cookery school.
0:02:46 > 0:02:49We want to make this look like we know what we're doing.
0:02:49 > 0:02:52At the moment, you've got nobody booked on any courses.
0:02:52 > 0:02:54And that's not good, is it?
0:02:57 > 0:03:02The Peak District National Park with its glorious countryside
0:03:02 > 0:03:07attracts nearly ten million visitors a year from all over the world.
0:03:08 > 0:03:12But the Derbyshire village of Tideswell has seen better days.
0:03:12 > 0:03:16Despite its beautiful gothic church, known as the cathedral of the Peak,
0:03:16 > 0:03:19and traditional 18th-century architecture,
0:03:19 > 0:03:22too many tourists simply drive through without stopping.
0:03:22 > 0:03:27I used to say you couldn't ask for the wrong thing in Tideswell,
0:03:27 > 0:03:29there were furniture shops, tailors.
0:03:29 > 0:03:32A wool shop, and dress shop and a drapers shop.
0:03:32 > 0:03:34Pubs galore. They've nearly all gone.
0:03:34 > 0:03:38- Twopenny Jim behind here, hairdresser, wasn't there? - Yeah, man's hairdresser.
0:03:38 > 0:03:41Even worse, the locals are abandoning its shops
0:03:41 > 0:03:45for nearby supermarkets, leaving its high street almost unrecognisable.
0:03:45 > 0:03:50There used to be 35 food shops on this Derbyshire high street, and now there are only five.
0:03:50 > 0:03:54But the villagers of Tideswell have radical plans to bring it back to life.
0:03:54 > 0:03:58# Hi ho! #
0:04:02 > 0:04:06The man with that plan is local walking guide Pete Hawkins.
0:04:06 > 0:04:09He's lived in the area all his life.
0:04:09 > 0:04:11It becomes part of your spirit, part of your soul.
0:04:11 > 0:04:16To have the privilege of being able to walk in this sort of environment on a regular basis,
0:04:16 > 0:04:21and I suppose, more importantly, to be able to take people that don't know the area out,
0:04:21 > 0:04:25and when they say, "Wow, isn't that fantastic!"
0:04:25 > 0:04:31It helps keep it fresh for you. So I'm passionate about the Peak District in all its facets.
0:04:31 > 0:04:35Pete's on a mission to keep Tideswell's local shops alive
0:04:35 > 0:04:38by turning the village into a centre of excellence for food.
0:04:38 > 0:04:42Let's keep what we've get, and build on what we've got,
0:04:42 > 0:04:45let's make it a more vibrant community known for its food.
0:04:45 > 0:04:47This is too good to be true, really.
0:04:47 > 0:04:53Here's an opportunity to change the village before it falls into decline, like so many other villages have.
0:04:58 > 0:05:00Pete's witnessed first hand
0:05:00 > 0:05:04the rapid demise of the village's once thriving high street.
0:05:04 > 0:05:09This was a betting shop. This used to be a general stores-cum-sweet shop.
0:05:09 > 0:05:13Electrical store over here, and then a wool shop here. All gone now.
0:05:13 > 0:05:16What we're just left with is the village pub on the High Street.
0:05:16 > 0:05:19Crikey, so it's completely unrecognisable, really.
0:05:19 > 0:05:25Totally changed. If we don't do anything, Tideswell is going to die,
0:05:25 > 0:05:28it's going to become a ghost town, people will sleep here,
0:05:28 > 0:05:30go and commute to the cities,
0:05:30 > 0:05:34and the whole vibrancy and excitement about this place will just be lost.
0:05:34 > 0:05:41- So what's the plan?- The plan is to make Tideswell a food destination, a foodie village.
0:05:41 > 0:05:44- And why food?- Food's great! We all like food, we're passionate about it,
0:05:44 > 0:05:48we all need food, and it brings communities and ages together.
0:05:48 > 0:05:52Part of the scheme is to open a cookery school.
0:05:52 > 0:05:56- Right, so food it is.- Food it is. - I like food, so that's good.
0:05:57 > 0:06:01The first step is to refurbish a disused shop
0:06:01 > 0:06:04and turn it into a state-of-the-art cookery school.
0:06:06 > 0:06:11The interior will be completely gutted and renovated.
0:06:13 > 0:06:16The ground floor will have a reception area,
0:06:16 > 0:06:18commercial kitchen and teaching kitchen,
0:06:18 > 0:06:21which will be made up of 12 work stations
0:06:21 > 0:06:24including oven, hob and demo bench.
0:06:29 > 0:06:34A new staircase will be put in to access the first floor office space and a nano brewery.
0:06:40 > 0:06:41The plan doesn't stop there.
0:06:41 > 0:06:45Local businesses and amateur cooks will be encouraged
0:06:45 > 0:06:48to market their food under a Tideswell branded label,
0:06:48 > 0:06:53which they hope one day will be sold in supermarkets across the country.
0:06:55 > 0:07:00Finally, to put Tideswell firmly on the culinary map and attract visitors from all over the country,
0:07:00 > 0:07:07the villagers have plans to hold an annual food festival to showcase their local produce.
0:07:09 > 0:07:12The project is called Taste Tideswell,
0:07:12 > 0:07:15and if it's successful, it will bring more visitors,
0:07:15 > 0:07:18more employment and more business to the high street.
0:07:19 > 0:07:24As if any more proof was needed that the local economy is in dire need of a boost,
0:07:24 > 0:07:28the village is rocked by more depressing news.
0:07:28 > 0:07:34Lack of trade is forcing owner Alison Daniels to close the local fruit and veg shop.
0:07:34 > 0:07:37As much as I love the customers dearly, I love the shop,
0:07:37 > 0:07:40and if somebody just paid me a wage to be in there every day
0:07:40 > 0:07:45and do it, I would carry on doing it tomorrow, but financially,
0:07:45 > 0:07:48there just isn't really a good enough income to support a family.
0:07:48 > 0:07:52It really did get a little bit soul destroying
0:07:52 > 0:07:56when you're stood in there and it's quiet and no-one's coming in.
0:07:56 > 0:07:57Hello?
0:07:57 > 0:08:01In rural communities like Tideswell, the closure of a local shop
0:08:01 > 0:08:04can have far-reaching and unseen consequences.
0:08:04 > 0:08:10I'll put you these on here, Maude. Right, £3.46, please.
0:08:10 > 0:08:16For the past decade, it provided a free delivery service for the elderly of Tideswell.
0:08:16 > 0:08:20She's been lovely to come and deliver the groceries,
0:08:20 > 0:08:25and pleasant when she comes in, and the weather we get here!
0:08:25 > 0:08:29Two different fortnights, I never went beyond my door.
0:08:29 > 0:08:31I dread winter coming this time.
0:08:34 > 0:08:36You sometimes have to do what you need to do,
0:08:36 > 0:08:41so, as much as it's very sad, you've got to do what's best, really.
0:08:41 > 0:08:45So, will be sad.
0:08:45 > 0:08:48When a shop closes in a place like this, it's a big deal,
0:08:48 > 0:08:52as it can have a domino effect, cos villagers then have to go to the supermarket
0:08:52 > 0:08:55to buy their fruit and veg, and whilst they're there,
0:08:55 > 0:08:59they end up picking up bread and milk as well, and before you know it,
0:08:59 > 0:09:02three other shops on the High Street have closed down.
0:09:02 > 0:09:07This is exactly what Taste Tideswell is trying to stop happening.
0:09:07 > 0:09:09A big plan for a small community,
0:09:09 > 0:09:14but Pete's vision is shared by a dedicated, albeit inexperienced, group of volunteers.
0:09:14 > 0:09:19At the heart of the project is management consultant Philip Ward.
0:09:19 > 0:09:24If we do nothing, the vast majority of the shops we've got will close down.
0:09:24 > 0:09:26Farmer Rob Baraona.
0:09:26 > 0:09:32This project has the possibility to bring new businesses into the village, and make it quite thriving.
0:09:32 > 0:09:34And church warden Juliet Waugh.
0:09:34 > 0:09:38Community is incredibly important.
0:09:38 > 0:09:41We want it to succeed.
0:09:41 > 0:09:45They've got a team, they've got passion and they've got a plan.
0:09:45 > 0:09:48There's just one thing they lack to turn their dream into a reality.
0:09:48 > 0:09:50Money.
0:09:50 > 0:09:54It's May 2010, and today the volunteers will discover
0:09:54 > 0:09:59if they have won a grant for £400,000 from the Big Lottery Fund,
0:09:59 > 0:10:03part of a scheme designed to regenerate rural communities.
0:10:03 > 0:10:07Got to keep checking this phone every few minutes,
0:10:07 > 0:10:10that it's working, that we've got a signal.
0:10:10 > 0:10:12It's a big day today.
0:10:12 > 0:10:18If we win, it just... Big surge to the village, big boost to the place.
0:10:18 > 0:10:22If we lose, the spiral of decline will continue
0:10:22 > 0:10:25and the life and soul will go from the place.
0:10:26 > 0:10:30Everything hinges on this one phone call.
0:10:30 > 0:10:32PHONE RINGS Hello, Pete Hawkins speaking.
0:10:32 > 0:10:37It's Peter here from the Big Lottery Fund. 'Hello, how are you?'
0:10:37 > 0:10:40I'm very good and very, very nervous! Are you going to make our day?
0:10:40 > 0:10:42'In your case...
0:10:44 > 0:10:48'It is good news. Your village has been chosen.'
0:10:48 > 0:10:51THEY CHEER
0:10:51 > 0:10:53We've got the money!
0:10:56 > 0:10:59Winning the money is just the start.
0:10:59 > 0:11:04Tideswell has an incredibly ambitious plan and just 12 months to pull it off.
0:11:06 > 0:11:10It's a really tough time to start any new business,
0:11:10 > 0:11:17and no-one here has any experience of running or building a cookery school.
0:11:17 > 0:11:19TRUMPET FANFARE
0:11:21 > 0:11:25Fortunately, Team Tideswell will be getting a little help.
0:11:25 > 0:11:29The grant will also pay for a business professional to work on the project,
0:11:29 > 0:11:33who will put their career on hold for a year and move to the village.
0:11:33 > 0:11:38The man who'll light the blue touch paper on Tideswell's latest business is marketing exec
0:11:38 > 0:11:42and self-styled Croydon boy, Tim Nicol.
0:11:42 > 0:11:47I'm a marketing consultant, so as a marketing man, I help companies develop new ideas,
0:11:47 > 0:11:49turn them into products and bring them to market.
0:11:49 > 0:11:51Tim may not have run a cookery school,
0:11:51 > 0:11:55but he's confident he's got what it takes to make it a success.
0:11:55 > 0:11:59I'm going to tell them we're going to put a queue outside your door.
0:11:59 > 0:12:00And leave it at that.
0:12:00 > 0:12:03Tim's certainly got the credentials.
0:12:03 > 0:12:06He's worked with some of the biggest brands on our supermarket shelves.
0:12:06 > 0:12:08That takes me back.
0:12:08 > 0:12:13I was the brand manager on Dolmio when it was launched many years ago.
0:12:13 > 0:12:15Happy days.
0:12:20 > 0:12:24Back in Tideswell, work can begin on the cookery school.
0:12:25 > 0:12:31To keep costs down, the volunteers are going to clear the interior of the building themselves.
0:12:31 > 0:12:35We'll go and do it, we'll get dirty, we'll save money.
0:12:35 > 0:12:37I'm looking forward to the bath!
0:12:40 > 0:12:43- I wouldn't stand too close! - THEY LAUGH
0:12:46 > 0:12:50- LAUGHTER - This project will take more than goodwill to make it a success.
0:12:50 > 0:12:52It's a tough business.
0:12:52 > 0:12:57How important is it with this scheme that the cookery school works?
0:12:57 > 0:13:01Vital. If the cookery school doesn't work, we don't have any income
0:13:01 > 0:13:05to pay the staff, to develop... to plough back into the community,
0:13:05 > 0:13:10the educational work, so it really is crucial that we get it right here.
0:13:10 > 0:13:14- OK. There's a lot of fingers crossed on it!- A lot of fingers crossed.
0:13:14 > 0:13:17OK. Let's go and have a look.
0:13:17 > 0:13:20- Beautiful entrance.- Gorgeous!
0:13:21 > 0:13:24Running a cookery school won't be easy.
0:13:24 > 0:13:26Catering experience will be invaluable.
0:13:26 > 0:13:32- Are you, any of you...cooks, or have you...?- I do a good cheese on toast.
0:13:32 > 0:13:35That's a help. Can you boil an egg?
0:13:35 > 0:13:37No, that's been a big challenge.
0:13:37 > 0:13:41None of us have run a cookery school, or planned a cookery school, so we've had to...
0:13:41 > 0:13:45Have you still not planned a cookery school? Are you just winging it?
0:13:45 > 0:13:47- We're making progress.- Yeah.
0:13:47 > 0:13:51It's all lovely, but then I think, you've got to get people to come here.
0:13:51 > 0:13:54The cookery school will be staffed by professionals
0:13:54 > 0:13:57and so will carry high overheads.
0:13:57 > 0:14:00This place will be under pressure to make a profit from day one.
0:14:00 > 0:14:04Just a tiny bit worried about with the whole project is
0:14:04 > 0:14:05you've got to make...
0:14:05 > 0:14:08Your projections are 100,000 for the first year.
0:14:08 > 0:14:13That's just to run it and staff it, which is a big profit to expect to make in year one.
0:14:13 > 0:14:20- Yeah.- And if it doesn't work, you lose the building and that's a complete waste of time, is it?
0:14:20 > 0:14:23That's a good question!
0:14:23 > 0:14:26I mean, we can't afford to fail.
0:14:26 > 0:14:30It's got... We have to be open by Christmas.
0:14:30 > 0:14:32- It's a really important time. - We have to be,
0:14:32 > 0:14:36which means we've got to be finished by the beginning of December.
0:14:36 > 0:14:38There's shedloads of work to be done.
0:14:38 > 0:14:42There's a lot of people working a lot of time.
0:14:42 > 0:14:44- You can do it.- We will do it.- Yeah.
0:14:44 > 0:14:47- You just have to believe.- We've a very positive group so far.- Good.
0:14:47 > 0:14:52They're a great bunch of people,
0:14:52 > 0:14:55but they do have very little experience between them,
0:14:55 > 0:14:59and they're trying to start brewing, growing, launching a food label,
0:14:59 > 0:15:03building a cookery school and turning that into a thriving business.
0:15:03 > 0:15:07They've bitten off an awful lot.
0:15:09 > 0:15:12Right. That's it.
0:15:17 > 0:15:21Now, more than ever, Tideswell needs a marketing expert.
0:15:21 > 0:15:25Tim is packing up his office and bidding farewell to his two daughters and wife Joanne,
0:15:25 > 0:15:27who he'll now only see at weekends.
0:15:28 > 0:15:31Well, I didn't expect it to happen, to be honest,
0:15:31 > 0:15:35and I think...well, neither of us did,
0:15:35 > 0:15:39but we thought we'd have a go at it, he wanted to do something different.
0:15:39 > 0:15:42Right. I think we're ready to shut up shop.
0:15:42 > 0:15:46I wish I was going with him, really, cos it's a beautiful village.
0:15:46 > 0:15:50It's quite a moment, actually. It's a bit real. It's a bit real.
0:15:52 > 0:15:54See you later.
0:16:04 > 0:16:09Two hours later, Tim arrives at his new home on the High Street.
0:16:11 > 0:16:14This is terrific. Very unusual.
0:16:14 > 0:16:17But every house is unusual around here.
0:16:17 > 0:16:20Tim has big ambitions for Tideswell.
0:16:20 > 0:16:27In a year's time, I'll be looking out this window, I want to see a queue outside every shop,
0:16:27 > 0:16:32I want to see every shop open at least six days a week, if not more.
0:16:32 > 0:16:36There are almost certainly problems out there facing me
0:16:36 > 0:16:39that I haven't yet recognised.
0:16:39 > 0:16:41I hope that I can cope.
0:16:43 > 0:16:46Down on the high street, Tim's first problem is about to reveal itself.
0:16:46 > 0:16:50It seems not everyone shares his faith in the project.
0:16:50 > 0:16:53I've just got mixed feelings about it at the moment.
0:16:53 > 0:16:56We don't know anything about it.
0:16:56 > 0:17:01But yeah, I hope it works, but as long as it doesn't take any business off us.
0:17:01 > 0:17:03I hope it does take off,
0:17:03 > 0:17:06but it's one thing getting something off the ground,
0:17:06 > 0:17:11but its...continuation is quite another story.
0:17:11 > 0:17:14No-one has more reservations than Carol Cox,
0:17:14 > 0:17:18who has run the high street bakery for over ten years.
0:17:18 > 0:17:23Money-wise, no. We're just keeping us head above water.
0:17:23 > 0:17:25With her bakery already struggling,
0:17:25 > 0:17:28Carol believes that far from helping her,
0:17:28 > 0:17:32the Tideswell project will encourage more people to sell food,
0:17:32 > 0:17:35which can only be bad for business.
0:17:35 > 0:17:40If it came to survival of my bakery and Taste Tideswell,
0:17:40 > 0:17:42then my bakery's first.
0:17:44 > 0:17:51- This is Tim.- Hello.- Hello. - I've told him you are one of our robust villagers,
0:17:51 > 0:17:56in terms of the viability of the scheme and what it'll mean for your business.
0:17:56 > 0:18:00- 50-50 with it.- Why is that?
0:18:00 > 0:18:04I'm against it in a lot of ways.
0:18:04 > 0:18:09- Doesn't sound like 50-50. - 90-10, yeah.- Really?
0:18:09 > 0:18:15I make jams and chutneys. Now, I pay a lot to have this building.
0:18:15 > 0:18:19- Yes.- And I don't really want a lot of little old ladies making half a dozen pots of jam.
0:18:19 > 0:18:22Where does that leave my shop?
0:18:22 > 0:18:27Trade has dropped by half. Visitors have dropped by half.
0:18:27 > 0:18:30That's the scale of what we could be able to do.
0:18:30 > 0:18:34You're all going for a slice of the same size cake at the moment,
0:18:34 > 0:18:37- and that cake is half the size it was last year.- Yeah.- Right?
0:18:37 > 0:18:40What we're going to try and do is make that cake twice as big,
0:18:40 > 0:18:42if not three times as big.
0:18:44 > 0:18:47Into the lion's den, really, I suppose, isn't it?
0:18:47 > 0:18:51Yeah, but he's got to know the strength of feeling, hasn't he?
0:18:51 > 0:18:55They're very real concerns. They're not imagined. They're the things that have to be dealt with.
0:18:55 > 0:18:57So we have to get her on board.
0:19:01 > 0:19:05With so many doubts and rumours flying around the village,
0:19:05 > 0:19:08Tim needs to take action.
0:19:08 > 0:19:11It's a difficult size, cos it's so big, the village,
0:19:11 > 0:19:14but they're not all feeling engaged at the moment.
0:19:14 > 0:19:17No, and that's a bigger problem, to be honest, with the whole project.
0:19:17 > 0:19:21People can get the wrong end of the stick, not maliciously, but...
0:19:21 > 0:19:26- No, no, no. It just kind of passes on in the wrong way.- ..And things do get misconstrued.- Yeah.
0:19:26 > 0:19:30You only get the five or ten percent that are activists
0:19:30 > 0:19:32coming and listening in the first place,
0:19:32 > 0:19:36- so it's those that don't come that we need to reach.- Yeah.
0:19:41 > 0:19:45Fortunately, there's a perfect opportunity for Tim to go on the charm offensive.
0:19:45 > 0:19:50The Wakes Week Carnival is a Derbyshire tradition that stretches back over 750 years.
0:19:50 > 0:19:55And is the biggest event on the Tideswell social calendar.
0:19:55 > 0:19:58Pete and Rod have convinced Tim that the best way to win over
0:19:58 > 0:20:00the doubters is to get stuck into village life.
0:20:00 > 0:20:04Um, I've got fabric to go round the back of there...
0:20:04 > 0:20:07There's nothing better than carnival to join in with things
0:20:07 > 0:20:11and if we've got a presence and people spray us with water, fantastic.
0:20:11 > 0:20:13That's what it's all about.
0:20:15 > 0:20:18It's a bit of ritual humiliation, really. Isn't it?
0:20:18 > 0:20:20All in the spirit of it.
0:20:20 > 0:20:22For Tim, it's a world away from the boardroom.
0:20:22 > 0:20:24It's the foodiest costume I could find.
0:20:24 > 0:20:28The process we go through at the moment is all hidden and secret,
0:20:28 > 0:20:32it's the planning permission, the boring stuff that goes away behind the scenes.
0:20:32 > 0:20:35But this is something visual that people see. Yeah, we're here again.
0:20:35 > 0:20:39So, yeah, this is just a perfect opportunity to kick-start it again
0:20:39 > 0:20:42and get it back in the eyes of the village.
0:20:53 > 0:20:57We're coming out into the open today. We're showing the village what it's all about.
0:20:59 > 0:21:02This thing won't last, it won't survive
0:21:02 > 0:21:06unless the majority of people in the village are truly behind it.
0:21:13 > 0:21:18It's July. With building work progressing well, Pete can really see his dream taking shape.
0:21:18 > 0:21:21Well, it's changed.
0:21:21 > 0:21:26I can just now begin to visualise people are coming through reception,
0:21:26 > 0:21:30they're walking up here, they're going up the stairs,
0:21:30 > 0:21:34through the doorway here, they can see the cookery school.
0:21:34 > 0:21:37Yes, I can understand this now. This is fantastic.
0:21:37 > 0:21:40Very excited.
0:21:40 > 0:21:43Welcome to the Tideswell School of Food.
0:21:44 > 0:21:47Something I've got to practise, that. Sounds a bit cheesy.
0:21:49 > 0:21:53Welcome to the Tideswell School of Food!
0:21:57 > 0:21:59Good afternoon.
0:21:59 > 0:22:02It's a pleasure to have you on this course,
0:22:02 > 0:22:04which is Indian home cooking.
0:22:04 > 0:22:09Whilst Pete lives the dream, Tim and Juliet are on a fact-finding mission.
0:22:09 > 0:22:13They've booked into an established cookery school in Halifax.
0:22:13 > 0:22:17They hope to gain expertise and pick up tips.
0:22:17 > 0:22:19Not just about chopping onions.
0:22:19 > 0:22:23Just make sure you don't grate your knuckles in the process.
0:22:23 > 0:22:25LAUGHTER
0:22:25 > 0:22:28Day courses cost up to £140
0:22:28 > 0:22:31and the Tideswell School intends to charge similar prices.
0:22:32 > 0:22:38It's just such a fantastic attention to detail, about the whole place.
0:22:40 > 0:22:43When we arrived in here today, this place was immaculate
0:22:43 > 0:22:46and it was about a half a day's work had already gone on before we arrived.
0:22:49 > 0:22:53- How am I doing, chef?- Try and bend those fingers underneath.
0:22:53 > 0:22:57Instead of using a knife, you can scrape the skin off.
0:22:57 > 0:23:01Juliet's now in overall charge of Tideswell's kitchen design.
0:23:01 > 0:23:04She's starting to feel the pressure.
0:23:05 > 0:23:10We're trying to do something quite ambitious in the first place
0:23:10 > 0:23:13and we're trying to do it with a load of volunteers,
0:23:13 > 0:23:16people who don't actually really know what they are doing, you know?
0:23:16 > 0:23:20So...it's a lot of pressure. It's a lot of pressure.
0:23:22 > 0:23:25We're going to have a lot more grey hairs by the end of this project.
0:23:25 > 0:23:27There's absolutely no doubt about that!
0:23:29 > 0:23:31They might have learned how to cook a curry,
0:23:31 > 0:23:35but what they really need now is some expert advice.
0:23:36 > 0:23:40What's going to happen to the person who works this side to go to there?
0:23:40 > 0:23:42Walk all the way around, all the way back.
0:23:42 > 0:23:45Have you got trolley docking places where you can put trolleys?
0:23:45 > 0:23:48- You need trolleys. - No.- Trolley docking.
0:23:48 > 0:23:51Working on this could possibly be a complete pain. What do you think?
0:23:53 > 0:23:55- I don't like to say. - Be honest, come on.
0:23:55 > 0:23:58It looks to me as if it's been designed by an architect,
0:23:58 > 0:24:00not by someone who can cook or knows about cooking.
0:24:00 > 0:24:03- Or teaching cooking. - Or teaching cooking in it.
0:24:03 > 0:24:07- What colour granite are you thinking of?- Pink.- Pink? That's interesting.
0:24:07 > 0:24:11They clearly still have a lot to learn.
0:24:12 > 0:24:14I was very worried about the plan, myself.
0:24:14 > 0:24:18I looked at it and I felt it in here.
0:24:18 > 0:24:20It needs to be right, straightaway.
0:24:20 > 0:24:24I think the ergonomics of the way they had it set up won't work.
0:24:24 > 0:24:28They've got a lot to do, really a lot to do, haven't they, in that time?
0:24:28 > 0:24:31Dauntingly massive.
0:24:33 > 0:24:35Back in the village, there's more bad news.
0:24:35 > 0:24:41Shopkeepers are still unconvinced that a cookery school will bring more visitors to Tideswell.
0:24:41 > 0:24:46I'm just going to catch up with Carol and see how she's feeling about it all.
0:24:47 > 0:24:50I'm not very happy with it, but I'm sitting on the wall,
0:24:50 > 0:24:52I'm going to see how it pans out.
0:24:55 > 0:24:58It seems to me like you're slightly fearful of regeneration.
0:24:58 > 0:25:04- It's got to bring a lot of people in, an awful lot of people in.- Yeah.
0:25:04 > 0:25:10And I don't know whether a cookery school is going to bring that amount of people in.
0:25:10 > 0:25:15Do you think they might not have as many customers, the cookery school, as they think?
0:25:15 > 0:25:19I think it will depend on price.
0:25:19 > 0:25:22Rumour has it they're charging 150 for a course.
0:25:22 > 0:25:24Who's got that kind of money these days?
0:25:27 > 0:25:30If Carol is right and people can't afford the cookery school,
0:25:30 > 0:25:32then the whole Tideswell project will fail.
0:25:42 > 0:25:47If the cookery school is going to open in time for Christmas, there's still a huge amount of work.
0:25:47 > 0:25:52Tim's also determined to push ahead with his Tideswell food label.
0:25:54 > 0:25:57So these are all things you can already buy in Tideswell.
0:25:57 > 0:26:01And they're all great products, but they're not particularly well known.
0:26:01 > 0:26:04So what I think we can do is to give them all the same sort of label,
0:26:04 > 0:26:11that says where they come from and people outside Tideswell will hopefully buy more of them.
0:26:13 > 0:26:16Every brand needs a distinctive logo.
0:26:16 > 0:26:20Today, Tim is visiting a design studio in Sheffield to see ideas.
0:26:20 > 0:26:23- Hello, it's Tim.- 'Hi, Tim.'
0:26:23 > 0:26:25It's the first time he's seen the designs.
0:26:27 > 0:26:28Let battle commence.
0:26:31 > 0:26:37This ribbon is a kind of graphic device that shows the idea of celebration.
0:26:37 > 0:26:39OK, get it.
0:26:39 > 0:26:41He doesn't seem too impressed.
0:26:42 > 0:26:44Something completely different.
0:26:44 > 0:26:48We really like this. It's got a bit of a sense of humour about it.
0:26:48 > 0:26:50It really is fantastic.
0:26:50 > 0:26:53Tim's preference is the bitten T logo.
0:26:53 > 0:26:55But there's just one problem -
0:26:55 > 0:26:58he's promised the village they can have the final decision.
0:26:58 > 0:27:02Genius. I hope they don't go for the other one!
0:27:02 > 0:27:04LAUGHTER
0:27:06 > 0:27:10Hours later, there's a village meeting above the pub.
0:27:10 > 0:27:12And it's not looking good for Tim.
0:27:12 > 0:27:15I like the ribbon idea. On this one, don't you?
0:27:15 > 0:27:17The squirly one.
0:27:17 > 0:27:20I'm not keen on the half-eaten broken biscuit!
0:27:23 > 0:27:27Getting the brand right could be crucial to the project's success.
0:27:27 > 0:27:31Marketing man Tim must use his powers of persuasion.
0:27:31 > 0:27:37I'm hearing a lot of people tending towards this side of the room. Yeah?
0:27:37 > 0:27:41The true mark of a brand is if you actually cover the words,
0:27:41 > 0:27:43do you recognise what it is?
0:27:43 > 0:27:47If you cover the word "McDonald's" and you still saw the golden arches,
0:27:47 > 0:27:51you'd still know it was McDonald's.
0:27:51 > 0:27:55I think this one would just merge into the background
0:27:55 > 0:27:57of everybody else's branding.
0:27:57 > 0:28:01With so much suspicion surrounding the venture, this is a vote of confidence
0:28:01 > 0:28:04for Tim as much as it is for the logo.
0:28:04 > 0:28:07Well, this is tricky.
0:28:07 > 0:28:08What do we think?
0:28:08 > 0:28:11For this thing on the left, hands up.
0:28:15 > 0:28:17And for the bitten T?
0:28:18 > 0:28:20Oh!
0:28:20 > 0:28:22I love you all!
0:28:22 > 0:28:24'I am enjoying this.'
0:28:24 > 0:28:28'It really is something I care about.'
0:28:28 > 0:28:32And I feel as though I'm trusted now,
0:28:32 > 0:28:35I'm better trusted than I was when I first arrived.
0:28:35 > 0:28:38I was a bit of a blow-in. I'm still a blow-in,
0:28:38 > 0:28:40but at least I've been blown in to do something
0:28:40 > 0:28:42and people understand why I'm here now.
0:28:44 > 0:28:48By late summer, there are signs that the Tideswell project is starting to work,
0:28:48 > 0:28:51as small shoots of recovery appear on the high street.
0:28:51 > 0:28:52Beautiful day.
0:28:52 > 0:28:56The fruit and veg shop has reopened under new ownership
0:28:56 > 0:29:00and even more encouraging is the news that there is a brand new delicatessen.
0:29:00 > 0:29:04There's a couple that have come to the village, because of Taste Tideswell.
0:29:04 > 0:29:08It's terrific to see that already the project seems to be having an impact.
0:29:09 > 0:29:10Good morning.
0:29:10 > 0:29:13- Good morning.- Hello, David. Nice to see you. Welcome to the village.
0:29:13 > 0:29:18Thank you very much. Part of the attraction of this location was obviously the Taste Tideswell.
0:29:18 > 0:29:21For Carol, already struggling to stay afloat,
0:29:21 > 0:29:23her worst fears have been realised.
0:29:23 > 0:29:27A new cake shop isn't a sign of recovery, it's simply more competition.
0:29:27 > 0:29:31I'd prefer it if there were different kinds of shops.
0:29:31 > 0:29:36But more food shops, selling the same thing, is a bit dicey.
0:29:36 > 0:29:39So, we're going to struggle this winter.
0:29:39 > 0:29:42All you've got is the residents, not a lot of visitors.
0:29:42 > 0:29:47You've got supermarkets around, so you do struggle.
0:29:47 > 0:29:51And now we've got two more shops in the village, so...
0:29:53 > 0:29:59Taste Tideswell will only succeed if it helps to keep all the existing local shops open
0:29:59 > 0:30:02as well as bring new business to the village.
0:30:02 > 0:30:07If we can't do a decent job for Carol in Tindalls, then...
0:30:07 > 0:30:09we won't have done a job at all, frankly.
0:30:11 > 0:30:16Tim's going to step back into the lion's den in a bid to win over the project's biggest critic.
0:30:16 > 0:30:18In an attempt to charm Carol,
0:30:18 > 0:30:21he joins her for an early morning shift at the bakery.
0:30:21 > 0:30:25- Are we doing a special offer today? - On what?- On dodgy pies!
0:30:25 > 0:30:29Dodgy pork pies! No, it's all going on your bill!
0:30:29 > 0:30:30Oh, thanks(!)
0:30:30 > 0:30:32He is doing quite well!
0:30:32 > 0:30:34He talks a lot, though, doesn't he?
0:30:34 > 0:30:37THEY LAUGH
0:30:37 > 0:30:42Carol's sceptical of the project because she feels neither her shop
0:30:42 > 0:30:46nor the Tideswell brand can compete with the high street giants.
0:30:46 > 0:30:5190% of it is convenience to go to a supermarket and just get everything.
0:30:51 > 0:30:54- Yeah, sure.- Right.
0:30:54 > 0:30:57Then you've got the price - I can't match.
0:30:57 > 0:31:00What if we tried to convince more local people
0:31:00 > 0:31:06that actually this whole high street, this whole village, is a supermarket?
0:31:06 > 0:31:10So, instead of going to that supermarket down the road,
0:31:10 > 0:31:14you basically market all the village shops
0:31:14 > 0:31:16as if it were one big supermarket?
0:31:17 > 0:31:22Tim's making progress. He's even got a radical marketing idea of putting
0:31:22 > 0:31:24her bread at the front of the bakery.
0:31:24 > 0:31:26Is that the bread at the back?
0:31:26 > 0:31:28That's the fresh bread at the back, there, isn't it?
0:31:28 > 0:31:31Turn right at the olives and go straight past the cheese!
0:31:31 > 0:31:36How do you get more locals in? You put your bread at the front of the store and when they're in,
0:31:36 > 0:31:42then they might buy the jar of home-made pickle that's further back in the store.
0:31:43 > 0:31:46It looks like Tim might have finally won Carol over.
0:31:46 > 0:31:49We'll have a go. We'll swap things.
0:31:49 > 0:31:52But I can't see it bringing in hundreds of pounds overnight.
0:31:53 > 0:31:55Well, almost.
0:31:57 > 0:32:01Tim's next task is to get all the other local producers to buy into his brand.
0:32:03 > 0:32:06Anyone who wants to get involved is coming along here
0:32:06 > 0:32:10with their food for a tasting at the Village Institute.
0:32:12 > 0:32:15It will cost £250 a year to sign up to the scheme.
0:32:16 > 0:32:17Oh, it's a pretty good turnout!
0:32:20 > 0:32:23Part of the project's aim is to encourage local amateur cooks
0:32:23 > 0:32:26to start up small businesses under the brand.
0:32:26 > 0:32:30Penny Ward is one of those considering making the leap.
0:32:30 > 0:32:34Her signature desk is a gluten-free sticky toffee pudding.
0:32:34 > 0:32:36Just started off making them for friends
0:32:36 > 0:32:40and have had a really good response to them.
0:32:40 > 0:32:44So, it's very early stages at the moment,
0:32:44 > 0:32:46but...we'll see where it takes us.
0:32:46 > 0:32:49Penny's worked for the NHS for the past 25 years,
0:32:49 > 0:32:53but she's always dreamt of having her own range of food in shops.
0:32:53 > 0:32:57She's convinced, with Tim's help, her dream can become a reality.
0:32:57 > 0:33:00He's got so much experience bringing new products to the market,
0:33:00 > 0:33:04that I'm really hoping that he'll be able to give me some help and advice
0:33:04 > 0:33:10on how I can take this forward and develop from a product that I'm producing in my kitchen
0:33:10 > 0:33:14onto something a bit more larger scale.
0:33:14 > 0:33:17So, it is really exciting!
0:33:18 > 0:33:21- You make this at home at the moment, in your kitchen?- I do.
0:33:21 > 0:33:25Had a bit of a career change and decided to pursue this full-time.
0:33:25 > 0:33:30- There's no question I think this is absolutely yummy.- Oh, good! - Well done!- Thank you very much!
0:33:30 > 0:33:34The owners of the recently opened cake shop have also decided
0:33:34 > 0:33:35they want to be part of the project.
0:33:35 > 0:33:39- And you've just opened your shop, haven't you?- Yes, we have.
0:33:39 > 0:33:44Someone told us about the Taste Tideswell, so here we are in Tideswell.
0:33:47 > 0:33:50One of the most exciting things is that one of the people here
0:33:50 > 0:33:55only came and took over a shop, which was a derelict,
0:33:55 > 0:33:59boarded-up shop, they took the shop on because of this project.
0:33:59 > 0:34:01- Absolutely.- It's winning already!
0:34:01 > 0:34:04I know, it's almost like job done.
0:34:04 > 0:34:08It looks like Tim's morning shift at the bakery has paid dividends,
0:34:08 > 0:34:11as even Carol has turned up to the event.
0:34:11 > 0:34:15How is the whole project going for you, are you feeling more enthused?
0:34:15 > 0:34:19- I'm a little bit more comfortable with it.- That's good!
0:34:19 > 0:34:23- So you're kind of behind the whole project-ish?- Ish.
0:34:23 > 0:34:26- But a bit more than last time! - Two-thirds.
0:34:26 > 0:34:30Well, that's good, because I think you were one tenth last time.
0:34:30 > 0:34:31If that, yeah!
0:34:39 > 0:34:43It is 6th December and just seven months after the volunteers received their funding,
0:34:43 > 0:34:45the school is due to open.
0:34:48 > 0:34:52For Pete, the driving force behind the project, it's a proud day.
0:34:53 > 0:34:58I just cannot believe, 18 months ago we didn't have an idea,
0:34:58 > 0:35:01we didn't have Taste Tideswell, we didn't had any money
0:35:01 > 0:35:05and 18 months later, almost to the day,
0:35:05 > 0:35:08we're opening the Tideswell School of Food.
0:35:08 > 0:35:11Absolutely unbelievable.
0:35:11 > 0:35:13Quite, quite...
0:35:13 > 0:35:15Um...
0:35:15 > 0:35:17Yeah, quite emotional.
0:35:19 > 0:35:23Just how much... Just how much effort has been put into this.
0:35:26 > 0:35:29Yeah, fantastic. Absolutely wonderful.
0:35:29 > 0:35:32There's just one hitch.
0:35:32 > 0:35:35Heavy snowfall has held up work on the school.
0:35:35 > 0:35:38It's due to be open in less than three hours
0:35:38 > 0:35:42and currently it looks like a building site.
0:35:42 > 0:35:46They need to be off-site by 10:30am at the latest, I'd say.
0:35:46 > 0:35:51It will be a PR and financial disaster if the grand opening has to be delayed.
0:35:51 > 0:35:54Pete's feeling the pressure.
0:35:54 > 0:35:57Very soon, we're going to have the public coming through the door,
0:35:57 > 0:35:59the critical public, the people in the village,
0:35:59 > 0:36:04who still need to be convinced and it's got to be right.
0:36:09 > 0:36:13- I don't like last minute, Pete. - Do you not?
0:36:13 > 0:36:16No, I bloody don't like last minute, I really don't.
0:36:16 > 0:36:19We're ready to clean from upstairs down.
0:36:20 > 0:36:24For Tim and Pete, there's no room for error today.
0:36:25 > 0:36:29What's making me nervous is there are still people in the village
0:36:29 > 0:36:31who are just waiting for us to put a foot wrong.
0:36:31 > 0:36:35We do want to make this look as if we know what we're doing, to the village.
0:36:41 > 0:36:43It really is last minute.
0:36:43 > 0:36:47With the paint still drying on the walls, the builders are finally off-site
0:36:47 > 0:36:52and it seems like the last six months of relentless work and sleepless nights have paid off.
0:36:52 > 0:36:56# Dashing through the snow On a one-horse open sleigh
0:36:56 > 0:37:00# Over fields we go Laughing all the way. #
0:37:00 > 0:37:04Ladies and gentlemen, we have our very own special ribbon.
0:37:04 > 0:37:08Three, two, one, open!
0:37:08 > 0:37:10CHEERING
0:37:12 > 0:37:16Getting the Tideswell Cookery School open has been a tremendous achievement.
0:37:16 > 0:37:21In just six months, the passion of a dedicated group of volunteers,
0:37:21 > 0:37:25combined with funding and support from the Big Lottery Fund,
0:37:25 > 0:37:30have transformed a once disused fireplace shop into a fantastic cookery school,
0:37:30 > 0:37:33on time and within budget.
0:37:33 > 0:37:36With so much doubt and suspicion surrounding the project,
0:37:36 > 0:37:38local approval is essential.
0:37:38 > 0:37:42Seeing it grow throughout the village and come together, it's been brilliant.
0:37:47 > 0:37:50This will lift the community. It's really wonderful.
0:37:52 > 0:37:54It's fantastic what they've done.
0:37:54 > 0:37:58To turn this round from what it was in such a short period is amazing.
0:37:58 > 0:37:59Let's hope it works!
0:38:01 > 0:38:05It seems like Carol's conversion to the project is complete.
0:38:05 > 0:38:09- Posh.- Good.- Very posh.
0:38:09 > 0:38:11Very exciting.
0:38:13 > 0:38:16The cookery school is absolutely fantastic.
0:38:16 > 0:38:18Can't condemn that at all.
0:38:18 > 0:38:23I'm totally for the cookery school and teaching and things like that.
0:38:23 > 0:38:27I can just imagine people standing around and coming and enjoying it.
0:38:27 > 0:38:30So I hope it does very, very well, touch wood.
0:38:43 > 0:38:48Just four weeks later, the celebrations at the grand opening seem a lifetime away.
0:38:48 > 0:38:54Tideswell may have a shiny new cookery school, but sadly no customers.
0:38:56 > 0:39:01Pete's jubilation is rapidly turning to despair.
0:39:01 > 0:39:05You look at the order book and look at the blank sheets of paper
0:39:05 > 0:39:08attached to each of the courses
0:39:08 > 0:39:10and it's quite scary.
0:39:12 > 0:39:14My house is for sale I could flit very quickly...
0:39:16 > 0:39:21..and then move out, change my name, buy a wig and wear that instead.
0:39:21 > 0:39:24But, no, personally, it would be a deep blow if it didn't work,
0:39:24 > 0:39:28but it'd be a bigger blow for the village if it didn't work.
0:39:30 > 0:39:32In a bid to get paying customers to sign up,
0:39:32 > 0:39:35the school are offering free classes to the villagers.
0:39:35 > 0:39:38We're having a trial cookery course
0:39:38 > 0:39:40to see if everything in the kitchen actually works.
0:39:40 > 0:39:43I'm planning on getting stuck in and learning something.
0:39:49 > 0:39:51Hello! This is amazing!
0:39:51 > 0:39:54- Hi there.- Hello. God, look at this!
0:39:56 > 0:39:59- Have an apron.- Okey-dokey. - Come and join us.- Marvellous.
0:39:59 > 0:40:04- Pea and ham soup? - Do you know, that's my favourite. - You just have to make it, though.
0:40:07 > 0:40:12'Local chef Steve Vardy has been taken on as the new head of school.'
0:40:12 > 0:40:13Oh!
0:40:13 > 0:40:14LAUGHTER
0:40:14 > 0:40:17Don't do that, that's so annoying!
0:40:18 > 0:40:22- So what do you think to this place? - I'm loving it. Absolutely loving it.
0:40:22 > 0:40:24I mean, I have to admit,
0:40:24 > 0:40:26I really thought that...
0:40:27 > 0:40:31..it was quite a high possibility that we wouldn't be doing this,
0:40:31 > 0:40:34- and it's an amazing achievement. - It's been absolutely superb.
0:40:34 > 0:40:37- Really, the hard work starts now. - Yeah, yeah.
0:40:41 > 0:40:43Everyone is enjoying the free trial,
0:40:43 > 0:40:48but so far the school hasn't received a single enquiry for a paid course.
0:40:49 > 0:40:53At the moment, you've got nobody booked on any courses and that's not good, is it?
0:40:53 > 0:40:5620 million people live within an hour's drive from here.
0:40:58 > 0:41:01If I can't get 30-40 people
0:41:01 > 0:41:04through these doors in a couple of weeks,
0:41:04 > 0:41:09then we're not very good at marketing, are we? So stand on me, this is going to work.
0:41:09 > 0:41:11This HAS to work.
0:41:11 > 0:41:16If Tim can't get those people through the doors, the money will run out
0:41:16 > 0:41:19and the Tideswell Cookery School will shut within six months.
0:41:19 > 0:41:24Although they've come an incredibly long way in a short space of time,
0:41:24 > 0:41:26the journey has just begun for them.
0:41:28 > 0:41:31They've climbed a bit of a mountain, but actually...
0:41:31 > 0:41:33In fact, I'd say they've climbed a hill.
0:41:33 > 0:41:37They've got a mountain still to climb. Without a lot of people coming through the door,
0:41:37 > 0:41:43opening their chequebooks, getting out their cash, this won't exist in the future,
0:41:43 > 0:41:46and that's a massive, massive thing to achieve.
0:41:50 > 0:41:53It's time for Tim and the team to take action.
0:41:53 > 0:41:57Today they are going to hit the streets to drum up some much needed interest.
0:41:57 > 0:42:00I'm a man on a mission to spread the word.
0:42:02 > 0:42:06First stop the tourist office in nearby Bakewell.
0:42:06 > 0:42:11A slice of Bakewell's successful tourist trade could provide rich pickings for Taste Tideswell.
0:42:11 > 0:42:13- Hi there.- Nice to meet you.
0:42:13 > 0:42:17I'm the so-called village champion for Taste Tideswell.
0:42:17 > 0:42:19- I've heard about it. - If anybody asks about it...
0:42:19 > 0:42:22- Not yet, but we're expecting big things of you.- Great.
0:42:22 > 0:42:25We'll go to the information centre...
0:42:25 > 0:42:28In Buxton, Pete and Phil are in charge of the big push.
0:42:30 > 0:42:33Do you think what we're trying to do will be of interest?
0:42:33 > 0:42:36It will work. It'll be hard work getting there,
0:42:36 > 0:42:38but convinced it'll work.
0:42:38 > 0:42:42Trying to get customers through the door, like any new business,
0:42:42 > 0:42:45doesn't matter whether we're there for profit or not,
0:42:45 > 0:42:47it's just really hard work.
0:42:49 > 0:42:51Seems to be very popular with ducks.
0:42:55 > 0:43:00- Hello there. I'm Tim Nicol from Taste Tideswell.- Pleased to meet you.- Nice to meet you.
0:43:02 > 0:43:05Two million people come through in a year, two million!
0:43:05 > 0:43:08We don't need a big percentage of that to make this work.
0:43:17 > 0:43:20It's spring and the Tideswell project is moving forward.
0:43:20 > 0:43:23Today the food shops are going to get a brand new look.
0:43:25 > 0:43:30Today's the day when Tideswell Made comes to life. It's a branding day today.
0:43:30 > 0:43:33We've got to take the Tideswell Made symbol
0:43:33 > 0:43:36and put it into the shops that have signed up.
0:43:39 > 0:43:42These are the Tideswell Made stickers.
0:43:43 > 0:43:45Very nice.
0:43:49 > 0:43:52- All right?- Yeah, perfect. - Absolutely wonderful.
0:43:54 > 0:43:58So the principles of Tideswell Made: as local as possible,
0:43:58 > 0:44:01as good as possible, with respect to the village and its reputation.
0:44:05 > 0:44:07So that is what it's all about.
0:44:09 > 0:44:11There's even more good news -
0:44:11 > 0:44:14after months of persuasion, Carol's signed up the scheme.
0:44:16 > 0:44:20- Big changes. Just hope it works! - SHE CHUCKLES
0:44:20 > 0:44:23You know that old saying, "If you can't beat 'em, join 'em"?
0:44:23 > 0:44:27I'm giving him the benefit of the doubt.
0:44:27 > 0:44:31We're going to put it on some jars, change this shop around
0:44:31 > 0:44:33and get this economy moving even faster.
0:44:38 > 0:44:39Brilliant!
0:44:39 > 0:44:41Yeah, I like that.
0:44:41 > 0:44:43And I like the gold on the black.
0:44:43 > 0:44:46People can recognise good local food now
0:44:46 > 0:44:48and the promise that goes with it.
0:44:52 > 0:44:54Not only has Carol signed up,
0:44:54 > 0:44:58but she's also agreed to Tim's plans to change her shop lay out.
0:44:58 > 0:45:02Tim can finally get his mitts on her front window.
0:45:04 > 0:45:06- Up.- That right?- Up!
0:45:13 > 0:45:17- Brilliant. Good day's work then. - Beautiful, yeah.
0:45:17 > 0:45:20Who'd have thought it when I first walked in here
0:45:20 > 0:45:23like an innocent marketing man about a year ago.
0:45:23 > 0:45:24Still are!
0:45:27 > 0:45:30It's the next 12 months you've got to keep an eye.
0:45:30 > 0:45:35- It's not this first 12 months. It's to see whether it's worked. - No, absolutely.
0:45:35 > 0:45:37Quite right, absolutely. Yeah. Right-o.
0:45:37 > 0:45:40- See you tomorrow. - Thanks a lot, bye.- Bye.
0:45:42 > 0:45:44With the branding complete,
0:45:44 > 0:45:47today is a big test of the Taste Tideswell label.
0:45:47 > 0:45:53Tim's arranged a meeting at Chatsworth Farm one of Derbyshire's most prestigious food shops.
0:45:53 > 0:45:57It's the first time they've tried to get their branded food on shelves outside the village.
0:45:57 > 0:46:01This is very much the sort of place that we can aspire to getting
0:46:01 > 0:46:05some sales from outside the village to get some money into the village.
0:46:05 > 0:46:10For Carol and the queen of the sticky toffee pudding, Penny,
0:46:10 > 0:46:13it's a huge opportunity.
0:46:13 > 0:46:17I'm hoping they'll like the products that we've brought along today.
0:46:17 > 0:46:19So, the proof is in the tasting, isn't it?
0:46:19 > 0:46:24They are the top-notch around Derbyshire so, it is nerve-wracking.
0:46:27 > 0:46:32Manager Andre Birkett decides what ends up on the shelves and he's not an easy man to please.
0:46:32 > 0:46:35It is good? Does it eat well? Is it special?
0:46:35 > 0:46:38If that's not the case, just because it's local, I won't stock it.
0:46:41 > 0:46:46- How are you?- Penny, nice to meet you.- Penny, it's nice to meet you. Tim, I've heard a lot about you.
0:46:46 > 0:46:49- Have you?- Carol, how are you? - Not so bad.- Good.
0:46:49 > 0:46:51You're not nervous, are you?
0:46:51 > 0:46:54You looked nervous for a moment then.
0:46:54 > 0:46:56- So all these are hand-produced? - Yes.- Fantastic.
0:46:56 > 0:47:01Carol's pitching first with her traditional breads, chutneys and pies.
0:47:01 > 0:47:03Spicy, chunky piccalilli.
0:47:03 > 0:47:05Brilliant.
0:47:05 > 0:47:07This is a Fidgety Pasty.
0:47:07 > 0:47:09- Right.- An old Derbyshire recipe.
0:47:09 > 0:47:12- Absolutely delicious. - I'm going to enjoy trying it.
0:47:13 > 0:47:16- I've got a sticky toffee pudding. - Fantastic.
0:47:16 > 0:47:20What shelf life does that have? Chilled.
0:47:20 > 0:47:23I'd say it's got a two-week shelf life.
0:47:23 > 0:47:26Rhubarb season is just coming in so we've now got our rhubarb and ginger jam.
0:47:27 > 0:47:31But that's from Anna's mum's garden because ours wasn't ready...!
0:47:31 > 0:47:35Bit of a sigh of relief, but now we wait!
0:47:35 > 0:47:38Got a few hints and tips.
0:47:38 > 0:47:40Might take them into account when I get back.
0:47:40 > 0:47:43It's all down to the tasting.
0:47:45 > 0:47:48I'm picking out unique products that we haven't got,
0:47:48 > 0:47:51or we haven't got a version quite like.
0:47:57 > 0:48:01The products are very home-made in their style,
0:48:01 > 0:48:02and that's a great thing.
0:48:05 > 0:48:07All Carol, Penny and Tim can do is wait.
0:48:11 > 0:48:15At the cookery school, they desperately need to sell more courses
0:48:15 > 0:48:16and have called a crisis meeting.
0:48:18 > 0:48:21The kitchen is completely empty.
0:48:21 > 0:48:24They have to make £15,000 a month just to cover their costs
0:48:24 > 0:48:27and at the moment, they're making £2,500.
0:48:27 > 0:48:33The shortfall WILL mean they run out of money very soon.
0:48:33 > 0:48:37They HAVE to get more people through the door or they'll go bust.
0:48:39 > 0:48:44'They may have come a long way, but now's the time to make tough decisions
0:48:44 > 0:48:47'if they are to keep their dream alive.'
0:48:47 > 0:48:49I'm not trying to be critical,
0:48:49 > 0:48:54I'm really trying to offer some help here because the reality is
0:48:54 > 0:48:58in four months' time, there's the end of this project.
0:48:58 > 0:49:02- Is that right?- We've got have enough coming in that keeps the doors open,
0:49:02 > 0:49:04keeps the lights on and keeps the staff employed.
0:49:04 > 0:49:08And if you aren't making enough money, then what happens?
0:49:08 > 0:49:10Theoretically we shut the doors.
0:49:12 > 0:49:17Now if you were absolutely fully booked with back-to-back courses at £25-30,
0:49:17 > 0:49:19surely it stacks up in the same way?
0:49:19 > 0:49:21If we ran everything at £25 a head,
0:49:21 > 0:49:26we'd have to run morning and afternoon, seven days a week, to hit the targets.
0:49:26 > 0:49:29The demand just isn't there for that.
0:49:29 > 0:49:31'The team are determined to succeed.
0:49:31 > 0:49:36'They have to get customers quickly so they need marketing more than ever.'
0:49:36 > 0:49:41What we are planning in May is a food festival.
0:49:41 > 0:49:47- Great.- Loads of people will come because they go to the Peak District all the time on days out
0:49:47 > 0:49:51and they're looking for things to do. So I can guarantee it'll be heaving here that weekend.
0:49:51 > 0:49:55It's also a great focal point for us to generate some publicity
0:49:55 > 0:50:00around the whole campaign that will get us into more newspapers and radio nationally,
0:50:00 > 0:50:02regionally at least.
0:50:02 > 0:50:06So I guess the key is more communication to the village.
0:50:06 > 0:50:09The food festival will hopefully assist in that,
0:50:09 > 0:50:13and more communication to the wider audience,
0:50:13 > 0:50:16and fingers crossed that it'll work its magic
0:50:16 > 0:50:19before the money runs out.
0:50:23 > 0:50:25These are dedicated, motivated people
0:50:25 > 0:50:29who have put in enormous amounts of their own time and effort
0:50:29 > 0:50:33on a voluntary basis into this community project.
0:50:33 > 0:50:36You can't help but feel their pain
0:50:36 > 0:50:39at the fact it's not going according to plan.
0:50:39 > 0:50:44They've got a very short space of time to achieve a massive amount.
0:50:44 > 0:50:49Just...fingers crossed they manage to pull it off.
0:50:56 > 0:50:58Today we're live from the Tideswell School of Food...
0:50:58 > 0:51:03It's the big day. Can this festival turn Tideswell from a drive-through village
0:51:03 > 0:51:05into a must-see destination?
0:51:08 > 0:51:09A very big day!
0:51:09 > 0:51:11A very busy day.
0:51:14 > 0:51:17This is the opportunity for people to judge us so...
0:51:17 > 0:51:21we want to get it right. We've got our fingers crossed on the weather.
0:51:21 > 0:51:23Everything else is in very good shape.
0:51:23 > 0:51:29The team have worked hard and used the Tideswell brand to entice people from outside the village.
0:51:29 > 0:51:33If we don't make it, it won't be for want of trying.
0:51:33 > 0:51:36The future of the cookery school and the whole project
0:51:36 > 0:51:40could hinge on Pete and his fellow volunteers pulling this off.
0:51:40 > 0:51:43It's almost a year to the day since we got the money.
0:51:43 > 0:51:46We've done a lot. It's now important that we shout about it
0:51:46 > 0:51:48and get this place known for food.
0:51:50 > 0:51:53But the omens aren't looking good - the heavens have opened
0:51:53 > 0:51:56and the turn-out is drastically low.
0:51:58 > 0:52:01If you just put your name and email address on there.
0:52:02 > 0:52:06Tim's set up a marketing team to try and get the few people
0:52:06 > 0:52:09who HAVE braved the weather to sign up for courses.
0:52:09 > 0:52:12I've got to drag them over to the stall!
0:52:12 > 0:52:16- And if you sign up today, you'll get a 10% discount.- Right...
0:52:16 > 0:52:18That's £2 then, please.
0:52:18 > 0:52:23We've really promoted this day and hopefully, it's going to blow over and people will come out.
0:52:27 > 0:52:33Back at the cookery school, only a handful of people have come to look around.
0:52:33 > 0:52:36By late morning, the rain's got even worse,
0:52:36 > 0:52:40but it seems nothing's going to put the dampeners on Tideswell's first food fest
0:52:40 > 0:52:42as numbers appear to be on the up.
0:52:42 > 0:52:46There's a lot of people gathering round the stalls,
0:52:46 > 0:52:49bit of a buzz, a lot of people I don't know, which is a good sign.
0:52:49 > 0:52:52Fingers crossed.
0:53:00 > 0:53:05There's good news for one of the stallholders - Penny's just received her first order
0:53:05 > 0:53:07from Chatsworth House.
0:53:07 > 0:53:12We've had a call from them and we delivered 50 puddings yesterday so they should be in the farm's shop
0:53:12 > 0:53:16as of today on their shelves, so just so excited, just fantastic.
0:53:16 > 0:53:18Really, really pleased.
0:53:20 > 0:53:25Unfortunately Carol didn't get any of her food into Chatsworth House this time,
0:53:25 > 0:53:31but the food festival really could put the Tideswell brand on the culinary map.
0:53:31 > 0:53:34With the sun coming out, it looks like Tim has kept
0:53:34 > 0:53:37with his promise of having queues outside the village shops
0:53:37 > 0:53:39and Carol's rushed off her feet.
0:53:39 > 0:53:42Hot and tired.
0:53:42 > 0:53:45And I'm still baking in the back so that tells you.
0:53:45 > 0:53:48It's been very good.
0:53:48 > 0:53:50Let's see whether they come back after today.
0:53:50 > 0:53:52With a bit of luck, they will.
0:53:55 > 0:53:59Going to take you straight up to the conference room. Two flights of stairs.
0:53:59 > 0:54:04At the cookery school, numbers are swelling, which can only be good for business.
0:54:05 > 0:54:07'It's not about making money.'
0:54:07 > 0:54:10It's a community project and it's about involving everyone.
0:54:10 > 0:54:15I think that message is beginning to get through and that's very exciting.
0:54:19 > 0:54:25This'll be the first of many food festivals, I'm convinced. It's gone well, there's a buzz behind me.
0:54:25 > 0:54:29- Absolutely phenomenal what we've managed to achieve. - If we can make it work in the rain,
0:54:29 > 0:54:34that is quite encouraging. So we might be able to make it work on a Sunday!
0:54:40 > 0:54:43Well done for a first time through!
0:54:45 > 0:54:49Over 2,000 people came to Tideswell's food festival,
0:54:49 > 0:54:51a fantastic achievement.
0:54:51 > 0:54:54- Hi.- Hello. Go on up.- Thanks.
0:54:54 > 0:54:58Have any of them signed up for a course at the cookery school?
0:54:58 > 0:55:01- Hello, how are you? - Fine, thanks, how are you?
0:55:01 > 0:55:03- Very well.- Welcome back. - Thank you very much.
0:55:03 > 0:55:06- How's it going?- Pretty good, thanks.
0:55:06 > 0:55:09We've had a huge boost over the weekend with our festival.
0:55:09 > 0:55:11Fantastic.
0:55:11 > 0:55:15So just in the last three days, we've taken more than 20 bookings.
0:55:15 > 0:55:17So if we continue at that rate,
0:55:17 > 0:55:20- we'll have doubled our consumer sales this month.- Great.
0:55:20 > 0:55:22Just take a look at the bookings here.
0:55:22 > 0:55:27- These are all filling up very nicely. Here's May.- Oh, wow.
0:55:27 > 0:55:31- Completely booked.- Yeah. That one's full.- Lots of them are full.- Yeah.
0:55:31 > 0:55:34I do feel as though we've turned the corner.
0:55:34 > 0:55:37- What a relief!- Yes. Absolutely.
0:55:37 > 0:55:39Well, you can't completely take your foot off the gas,
0:55:39 > 0:55:43- but this is a very, very positive move forward.- Great.
0:55:45 > 0:55:48Tim's year in the village is nearly over.
0:55:48 > 0:55:53It's been a tough twelve months, but finally there are real signs that Brand Tideswell
0:55:53 > 0:55:55is helping shops on the high street.
0:55:57 > 0:56:01So you're at the end of your project here at Tideswell.
0:56:01 > 0:56:04- Do you think you'll miss it when you leave?- Yes, I will.
0:56:04 > 0:56:06This is more than just a job.
0:56:06 > 0:56:10This has been a year's commitment in a great community.
0:56:10 > 0:56:14This project will survive without me, it must survive without me.
0:56:14 > 0:56:16But I will miss it. It's a great place.
0:56:19 > 0:56:22For one man, it's been a year when his dreams came true.
0:56:25 > 0:56:28I think the last 12 months
0:56:28 > 0:56:31has proved to this village that it can achieve.
0:56:31 > 0:56:36If it wants to do something, it can do it, and do it in a fantastic way.
0:56:37 > 0:56:39To a large extent, that's how I feel.
0:56:39 > 0:56:43It's proved to me that...
0:56:43 > 0:56:47slightly crazy, slightly over-the-top ideas actually can be achieved.
0:56:47 > 0:56:49You can go out and do it.
0:56:49 > 0:56:54Damned hard work, but in the end, it's well worth going for.
0:56:54 > 0:56:58Do you have any doubts that this will succeed?
0:56:58 > 0:57:00No. No.
0:57:00 > 0:57:02- Not a moment?- No.
0:57:02 > 0:57:04So, ten years' time, will it be open?
0:57:04 > 0:57:07Ten years' time, we'll be open and running, nationally known.
0:57:07 > 0:57:12Tideswell will be well and truly on the map for food.
0:57:12 > 0:57:14Well, I'm going to keep my fingers crossed
0:57:14 > 0:57:16and I'll be back to Taste Tideswell.
0:57:16 > 0:57:18You will be impressed with what we have done.
0:57:18 > 0:57:22Tideswell aimed to become a place that's famous for its food.
0:57:22 > 0:57:26In just over a year, a group of inexperienced but passionate
0:57:26 > 0:57:30volunteers have made huge strides towards fulfilling that ambition.
0:57:32 > 0:57:36The villagers now have their own foods brand which they hope will create new businesses.
0:57:38 > 0:57:43A new shop has opened on the high street, a sign of village recovery.
0:57:43 > 0:57:45And they've created an annual food festival.
0:57:48 > 0:57:52But the beating heart of the project is the cookery school,
0:57:52 > 0:57:56once an empty shop, now offering courses for both locals and tourists.
0:57:57 > 0:58:01But whilst takings have doubled since the food festival,
0:58:01 > 0:58:04the year ahead will be an interesting one.
0:58:05 > 0:58:09The harsh reality is that for the cookery school to continue,
0:58:09 > 0:58:13it needs to attract more customers and fast.
0:58:13 > 0:58:16So has Taste Tideswell been a success?
0:58:16 > 0:58:18Well, only time will tell.
0:58:24 > 0:58:28If you have been inspired to create a community project in your area
0:58:28 > 0:58:31and want to find out how to apply, visit our website.
0:58:46 > 0:58:49Subtitles by Red Bee Media Ltd
0:58:49 > 0:58:53E-mail subtitling@bbc.co.uk