Food and Drink Wales launches new retailer support toolkit ahead of St David’s Day

The Welsh Government’s Food and Drink Wales has launched a new guide to help retailers promote Welsh food and drink ahead of St David’s Day 2017 celebrations.

Entitled ‘This is a Celebration. This is Wales’, the toolkit aims to provide retailers - from major stores such as Waitrose, John Lewis and Partridges in London, all multiple retailers, to smaller enterprises and farm shops - with the resources and ideas to promote Welsh food and drink in their stores, while increasing footfall and boosting sales.

Cabinet Secretary for the Environment and Rural Affairs, Lesley Griffiths said,

“Working with retailers is a key part of our Action Plan to grow our industry and it is important that they see St David’s Day celebrations as a fantastic opportunity to not only increase footfall but to demonstrate to their customers that Welsh food and drink is world leading in quality.  I am keen that we all work together to celebrate and promote Welsh food and drink on St David’s Day,  so join in the campaign #GwladGwlad / #ThisisWales”.

The new guide is part of a wider St David’s Day #ThisisWales campaign, which celebrates the best of the nation’s food and drink. Top Welsh food and drink producers will showcase their products to some of London’s most prestigious retail stores from late February until 1 March.

Andy Richardson, Chair of the Food and Drink Industry Board said,

 “We have a long and proud tradition of producing outstanding food and drink, with an abundance of natural resources and food materials, and a concerted focus on developing new technologies and innovation in food production.

“The toolkit will help retailers with ideas and suggestions on how they can promote Welsh food and drink in their store, to help  increase sales, leading up to and during St David’s Day. It will give retailers much easier access to the tools that best suit their store’s needs as they prepare once again to showcase the very best of Welsh food and drink.”

Some of the features in the toolkit include comprehensive advice and information on the benefits to retailers in getting involved and how they can get the most out of the campaign, along with a top ten tips, facts about St David, recipes and some quirky food facts. There is also a range of marketing collateral available, including POS materials, posters/flyers to postcards and branded bags that can be downloaded free of charge to use as part of #ThisisWales campaign.

The #ThisisWales campaign reveals a world of incredible tastes, top quality ingredients, and beautifully designed packaging. It is about giving Welsh food and drink the recognition it deserves.

‘This is a Celebration. This is Wales’ toolkit is accessed via the Food and Drink Wales website www.gov.wales/foodanddrinkwales