Rhug Estate

The farm has exported its beef, lamb and pork around the world for many years, to 5 countries, the success of which accounts for 12% of overall turnover. Some of its largest overseas markets for its meat products include the Middle East, where its distributor in the region supplies many of the luxury hotels, restaurants and Deli’s in theses regions with Welsh lamb and beef, chickens and venison.

Their success in the global luxury hotel food and drink market builds on its excellent reputation within the UK, where the farm has long supplied its meat to leading London hotels, including the Mandarin Oriental.

Since 2021, when the company launched Rhug Wild Beauty, it has been looking to emulate the success of their meat products overseas, and been steadily developing an export strategy with the support of Welsh Government International Trade advisors.

Initially the focus for this has largely been in the Middle East and Asia where the skincare market is highly developed, and consumer appetite for luxury skincare is significant. At present the company is in the process of securing a distributor in the Middle East region, where it will be able to access the Dubai, Qatar, Saudi Arabian and UAE markets.

The company also has an established distributor in Canada, which has enabled the brand to reach the Canadian market with our skincare products. Rhug Estate is currently looking to establish itself in the north American market by making in-roads into the US and is currently working with the Welsh Government to identify opportunities and establish relationships with distributors and retailers in this key market, that reports organic skincare revenues in the tens of billions each year.

With a lineage dating back to the 11th century, Rhug was acquired by Lord Newborough in 1998, who made the decision to make the estate completely organic with a focus on sustainability. He began retailing Rhug’s organic meat in 2002 before exporting for the first time in 2006. Such is their regard in the market that the Rhug Estate has recently had its Prince’s Warrant upgraded to a King’s Warrant by King Charles III.

Exports now account for around for 12% of Rhug’s trade, and while this is largely led by its meat exports, with the global market for organic and natural skincare products predicted to double in the next five years, Rhug expects this figure to grow substantially over the coming years as Rhug Wild Beauty gains more of a foothold in international markets . It is now aiming for exports to make up half of its turnover by 2026. 

Lord Newborough, Owner of Rhug Estate said: “Sustainability and organic, natural ingredients have always been at the core of Rhug and now, with our lifestyle ranges, we can help people remain healthy, inside and out. Introducing skincare and homeware will also help us in our mission to become a truly global brand.

“Not concentrating our sales efforts solely in the UK, and having a mixed portfolio of clients in different regional markets, has enabled our business to diversify and remain resilient during a very challenging period.”

Key to Rhug’s export success has been support from the Welsh Government’s export specialists, via Business Wales, who have helped the business access financial aid as well as advice on potential markets and partnerships.

Lord Newborough added: “We are very grateful to Welsh Government for the support we have received to help us grow the export side of our business, from financial aid to support attending trade shows and advice and guidance to navigate export deals. The assistance and connections provided by the Welsh Government offices in the Middle East, Asia and north America, has been invaluable.”