The wet weather didn't appear to have deterred punters from heading along to the event, which runs until 6pm.
Getting ready to start his cooking demonstration shortly after the festival kicked off was 2010 New Zealand Masterchef winner Brett McGregor.
"It's awesome to be here, I'm glad the weather's holding out," he said.
"There's lots of smiles, people are very happy."
Serving up some tasty kai to the punters at the Te Arawa Fresh stall was first time festivalgoer Paraakiri Higgins.
There was "a bit of everything" at the festival, and lines were starting to form early on, she said.
The music coming from performers on stage was good for motivation, she said.
Singer Bailea Twomey was keeping the crowd entertained early on as she belted out some well known pop hits.
The entertainment is set to keep on coming throughout the afternoon, with headliner Stan Walker expected to perform later this evening.
