One highlight of last night's event was having 50 writers from the New Zealand Guild of Food Writers, who are in Hawke's Bay for their annual conference and to explore what the region has to offer food and wine-loving visitors.
Media interest in F.A.W.C! has been high with international journalists from Canada, Singapore, Brazil and India coming to see the epitome of New Zealand's food and wine industry.
More than 30 of the festival's 75 events had already sold out, which was brilliant, Ms Dundas said.
"This is a fantastic showcase of the Hawke's Bay food and wine scene and we love seeing so many people get involved.
"Every year we are blown away by the creativity and dedication shown by our local culinary and winemaking superstars as they pull together a unique array of events so seamlessly."
The best of Hawke's Bay's local talent including Jeremy Rameka, James Beck, Jackson Smith and Ashley Jones are once again joined by an array of visiting chefs such as Al Brown, Josh Emett, Nadia Lim, Ray McVinnie and Nici Wickes.
Executive chef for Auckland's The Grove, Baduzzi and The Grounds restaurants, Ben Bayly, who was at the launch ahead of his event New Zealand Sotheby's Soiree with The Grove tonight, said he tries to come to Hawke's Bay as often as possibly because the food and wine is exceptional.
"I would love to move here some day, I love the climate."
The weather and soil is perfect for good wines and seasonal food, he said.
His former tutor, senior lecturer at AUT Alan Brown, was also at the event as part of New Zealand Guild of Food Writers.
Mr Brown said he was impressed with how restaurants in Hawke's Bay used seasonal menus, and the wine is phenomenal.
Among this weekend's many events is the Giants Garden Party at Craggy Range tonight, which will be a lovely, relaxed evening, said Sophie Fisher, one of the organisers.
The weather is looking good and people will be able to hang out in the Terroir garden watching the chefs cook a beautiful meal on barbecues, she said.
There will be music, seasonal food, canapes, wine and a nice garden party atmosphere.
"It's beautiful in the garden, watching the sun set behind Te Mata peak."
The sixth year of F.A.W.C!, which will end on November 12, has a variety of events including the masterclass series, Picnic in the Vines and Celebrate Everything Spring with Nadia Lim.
Visit www.fawc.co.nz for more information.