There are many reasons given above why Melton Mowbray is described as the UK's ‘Rural Capital of Food'. New boundary signs celebrate this stating ‘Borough of Melton; Home of Stilton Cheese and Melton Mowbray Pork Pies' and more recently town signs with ‘Welcome to Melton Mowbray - Rural Capital of Food'. As interest in food grows so do the number of visitors, 2 million at last count worth £65m to the local economy.

A ‘Rural Food Centre' is being developed to celebrate the link with food. Visitors will see pork pies, stilton cheese, beer, bread and others being made on a commercial basis. There will be with an exhibition area available for school and other visits. A restaurant and food hall will offer the food produced in the centre.