A rainy-day edition of the beloved What the Fluff? Festival was enjoyed by the many who joined in. — Photos by Katherine Davis

By Katherine Davis

Despite the steady rain this past Saturday, Somerville’s annual “What the Fluff?” Marshmallow Fluff Festival continued to pull in an impressive crowd for the 19th year in a row. Food and craft vendors, as well as community groups from all over the city, gathered together in Union Square to not only celebrate the beloved marshmallow spread, but also the city of Somerville itself.

The theme this year was “Somerville Over the Rainbow: No Place Like Fluff”, coincidentally very appropriately named considering the festival shone brightly in spite of the weather. While the city regularly hosts events such as its weekly farmers markets, and the yearly Somerville Dog Festival, nothing pulls in as big of a crowd, with both local and widespread attendees, as the Somerville Fluff Festival, one attendee saying “It’s really nice to see so many people come together…I’ve been to other little farmers markets and little things like that, but this one is a lot bigger and it’s really cool to see everyone so excited about everything”. For some people, like newcomers to Somerville, Marissa and Naomi, not only was this event leading to their first ever taste of Marshmallow Fluff, but also their first real taste of the city, saying “We definitely get a sense of community, not only because there are so many families and groups of kids here, but also, like, local organizations here to support things like Somerville High School and all the afterschool programs for the kids, it’s really great”.

The Fluff Festival is not just about the gooey treat all by itself, many attendees spoke about how interesting it was “seeing all the unique ways that people combine Fluff with food and the things they’re normally selling around Union Square”. Celebrating over 100 years of the marshmallow confection with inspired combinations like “Canned Fluff Cocktails” from Nook, “Fluff Samosas” from Masala Square Indian Kitchen, and of course the classic “Fluffernutter” sandwich –a nostalgic combination of peanut butter and Fluff– this year made and sold by Somerville High School Music Department students, no one says city-wide-pride quite like Somerville.

While eating Fluff might be considered the main event of the festival, it is not the only one attendees could participate in. Live music played by Greater Boston and New England-based artists throughout the afternoon helped to ease the gloom of the day, as well as pull in new fans. Games such as “Fluff Limbo”, “Fluff Musical Chairs”, and even “Fluff Jousting” took place on the Shenanigans Stage, hosted by a kazoo-wielding Archibald Query impersonator. The actual Archibald Query, the credited first confectioner of Fluff, passed away in 1964. There’s no age limit on who plays the games, one festival-goer laughing and saying, “Even though I’m a millennial, I played the games alongside all the kids, but I beat them”. Attendees playing the sticky games could win a range of Fluff-related prizes, but those who did not play on the stage were still able to walk away with Fluff merchandise from the official festival tent with clothes and products designed by this year’s festival theme designer, Jen Gubicza, of Zooguu Handmade.

 An event that pays homage to the city’s unique history and ever-growing community, there is something for everyone at the Somerville “What the Fluff” Festival. For some vendors, talking with festival customers is what makes the Fluff Festival extra special, Samm at the Craic Sauce tent saying, “I love showing people the hot sauce and getting to interact with different people, and seeing who likes what!” Businesses already located in Union Square opened their doors to festival goers, offering discounts on Marshmallow Fluff-related services and products, such as a discount at Chameleon Tattoo for any Fluff designs, and $5 “Flufftastic Blind Bags” at Tiny Turns Paperie, a local stationary store. Craft vendors from all over lined the street as well, selling unique Fluff-themed prints, magnets, home decor, and more, making it nearly impossible to leave the festival empty-handed. Even dogs were given a chance to participate in festivities, stores like Scritches and Boops sold cute festival-themed pet treats. For first-timers to passionate returners, the annual Somerville Fluff Festival is a can’t-miss event that showcases New England pride and the importance of community all in the name of a sweet treat. Be ready to mark your calendars for the 20th anniversary of the “What the Fluff” festival in 2025.