Marketing Birmingham, Whirlpool and Sainsbury's have thrown their weight behind the consumer food and drink show, taking place at the Birmingham NEC from 23-27 November.
Organiser Haymarket Exhibitions has signed up Marketing Birmingham to sponsor a new tasting theatre as part of a wider Birmingham Bites campaign to promote the city's diverse food and drink culture.
Whirlpool and Sainsbury's will each sponsor a demonstration theatre.
Whirlpool has chosen the Friends for Dinner theatre while Sainsbury's has opted for the Big Kitchen theatre. Both will feature celebrity chefs such as Jamie Oliver and Gordon Ramsay, who will perform to expected audiences of 3,000 people five times a day.