Welsh food and drink set
to take on the world
Welsh food and drink has set its sights on opening new export markets across the globe, as the industry seeks to capitalise on its recent growth.
With the value of Welsh food and drink products breaking all previous records in 2022, at just under £800m1, there is a growing awareness around the world of the Welsh brand, and an increasing demand for its products.
A key catalyst for success has been the Welsh Government’s Export Action Plan. Launched in 2020 as part of its economic strategy, it categorised the food and drink industry as a priority sector. The plan also linked in with wider Welsh Government initiatives, such as its International Strategy for Wales, and the Strategic Vision for the Food and Drink Industry.
From 2016 up to the launch of the Export Action Plan, the value of Welsh food and drink goods exported grew by £116m2. Following the launch, between 2021 - 2022, exports grew further still to £157m, representing a rise of just under 25%. This represents a larger percentage increase than the UK as a whole, which grew by 21.6% during the same period.
For the Welsh Government’s Rural Affairs Minister, Lesley Griffiths MS, the figures show the vision is working, “The recent success is certainly encouraging. It provides a solid base to build on over the coming years, as we seek to grow our export markets and raise our profile.”
Research has consistently shown that, for consumers, the word ‘Welsh’ denotes high standards of quality, ethics, and artisanship
“Research has consistently shown that, for consumers, the word ‘Welsh’ denotes high standards of quality, ethics, and artisanship. So for us, the challenge has been to help ensure as many people as possible from countries across the globe can enjoy the high-quality products Wales has to offer.”
The international reputation of food and drink from Wales is something touched upon by other leading businesses. “Success at Rhug is down to the strength of the Wales brand, and I just hope that the quality of Welsh products will be nurtured and protected, because people buy quality.” That’s the view of Robert Wynn, Lord Newborough, who farms the 12,500-acre Rhug Estate in North Wales.
“From selling our produce in vans outside the front gate to developing our wholesale business through top-end London restaurants, we have grown by not taking no for an answer,” says Lord Newborough. “Welsh Government support has helped with marketing and proved an invaluable resource to date. The International Trade Development Programme enables us to reach out to customers at shows and trade events, and to explore new markets.”
Government support as the lynchpin for success
To support businesses looking to export, the Welsh Government has evolved its programme of trade missions, provided financial support for export-related research and trade show attendance, along with providing a comprehensive package of tailored advice.
A prime example of this support coming to fruition has been Bridgend-based Ferrari’s Coffee, which has opened up new markets in the USA and Canada after attending SIAL Paris in October 2022 as part of the Welsh Government delegation.
One of the products making its way overseas is the ‘Piacentia’, which is the company’s original recipe and has stayed the same for nearly 90 years. Managing Director Yash Dhutia said, “It’s a huge boost of confidence for us as a company, and we are grateful to the Welsh Government for their support. In reality, we wouldn’t have attended the event without their assistance.”
A further means of supporting the industry has come in the shape of the Food and Drink Export Cluster. With over 100 members, it forms part of the Food and Drink Wales Cluster Network, which brings together suppliers, academia and government with the key objective of helping businesses achieve accelerated growth in sales, profit and employment.
Speaking of the increasing support provided by the Welsh Government, Lesley Griffiths said, “We’ve seen the development of our food and drink cluster network as being central to the industry success.”
“For us, the clusters are powerful engines for achieving success, including opening up new market opportunities. Bringing industry, academia and government together has helped us spark innovation and a collaborative approach to tackle many of the challenges facing the industry.”
Expanding its horizons
With 75% of food and drink exports currently going to countries within the EU, Wales is more reliant on trade with the bloc compared to the UK as a whole at 55%3. It is important to sustain and grow this market for Welsh products, along with identifying and maximising new opportunities.
There have been successes in key emerging markets such as the Middle East, North America and Asia. Recent activities include the success of Welsh companies at the Summer Fancy Food Show in New York, and a high-profile reception at the British Ambassador’s residence in Doha, Qatar, to celebrate Wales’ first appearance at a football World Cup in over half a century.
Indeed, countries such as Qatar have risen in importance in recent years, with Welsh lamb exports alone growing five-fold in the two years leading up to 2020, with further growth witnessed in the period since.
Key to driving future exports is BlasCymru/TasteWales, which is the Welsh Government’s flagship trade event bringing together producers, buyers and food industry professionals from across the globe.
The last event in 2021 saw almost 250 new products being launched and resulted in confirmed sales of over £14m. There are similar high hopes for the upcoming edition, which is taking place on 25-26 October at the International Convention Centre Wales in Newport.
Looking ahead, Lesley Griffiths said, “We will continue to champion Welsh produce around the world, at trade shows and events. While our biggest export market is the EU, we also perform strongly in key markets like North America, the Middle East and Asia, and will continue to build on the good work taking place there.
“Yes, there are challenges, but for us, the key is to build on our proven successes and strengths and carefully target new opportunities, wherever and whenever they emerge. We have a great story to tell and even better products to sell, so I’m feeling extremely positive about the years ahead.”
We have a great story to tell and even better products to sell, so I’m feeling extremely positive about the years ahead
BlasCymru/TasteWales takes place at ICC Wales Newport on 25-26 October 2023. For more information about the event, including details on attending and sponsorship opportunities, visit: tastewales.com
