Strawberry jam was an extra for the thousands to enjoy at Waimate's Strawberry Fare on Saturday.
But it was not the edible kind, rather a two-hour concert sponsored by Meridian Energy, added to the end of the programme.
Since starting in the late 1970s with just a few stalls, encouraged by Waimate berry growers Butlers, the Strawberry Fare has grown into Waimate's biggest annual event.
On Saturday, about 280 stalls crowded on to Seddon Square and the neighbouring park, considerably more than the 250 expected.
And there was even a waiting list for stall sites, fare organising committee chairwoman Joy McIvor said.
Usually, the event finished about 4.30pm, but the concert, held for the first time, added an attraction for people who always stayed until the end, she said.
Christchurch 10-piece band Collectors Edition performed, with some of the food stalls remaining open or people bringing picnics to the free concert.
But the big attraction as always was the town's berry fruits, strawberries in particular, on sale in a variety of guises; with cream through to large boxes to take away.
