A MAJOR exhibition at the BIC will aim to prove 50 is the new 40.

The Life Begins 50+ Show will be at the BIC on Sunday, March 23, showcasing the very best products and services on offer to this increasingly influential age group.

James Martin, the presenter of the BBC’s Saturday Kitchen, will be the main celebrity chef at the show and will do three cooking demonstrations in front of a live audience and then take part in question and answer sessions.

The cooking demonstrations will cover a range of subjects, including inventive cooking for two, creating delicious food on a tight budget and how to create the ultimate dinner party menu.

Show director Jason Harris said: “We’re delighted to have James Martin join us for the day and we know he will be a big hit with our visitors on the day.

“His popularity is without question and we are already receiving a lot of excited interest from exhibitors and visitors since James has been announced.”

The Echo-backed show will take place in the Purbeck Hall, which will be divided into five zones – health, learning, leisure, finance and law and a home zone.

There will also be an adult climbing wall, hobby demonstrations and an entertainment stage for talks, live entertainment, fashion shows and education.

The exhibition is organised by Dorset Events and Media company IMS Group and will support a fundraising appeal to open a new Haven breast cancer centre in the Wessex area.

Tickets can be purchased from the BIC or from www.lifebegins show.com.