Over 170 trade buyers representing some of the largest retail outlets in Europe are set to do business with scores of producers at the Food & Drink Wales Business Lounge above the Food Hall at this year’s Royal Welsh Show, Builth Wells. 


This is the fifth year that the Welsh Government has managed the Business Lounge bringing together producers and buyers at the Royal Welsh Show which runs from Monday 23 to Thursday 26 July 2018.


Welsh   products, exhibited in the Food Hall, will be showcased in the Business Lounge, along with a range of other high-quality food and drink products from Wales, giving buyers a fast-track approach to meeting producers and facilitating trade deals. Since 2016, almost £1.5 million worth of business has been secured through the Business Lounge.


A select group of invited buyers will be given a freshly-prepared taste of Welsh produce when junior members of the Culinary Association of Wales compete to cook healthy and nutritious dishes in the Business Lounge featuring local ingredients supplied by grocery members of the Welsh Retail Consortium. Ready, Steady, Cook takes place in the Business Lounge at 1.30pm on Tuesday 24 July.


Products displayed in the Business Lounge will include a range from across all sectors, from beer to soft drinks; meat to fish and sea food; confectionery to bread and cakes and a range of special dietary items.


To help with the effective marketing of Welsh products Food & Drink Wales is using the Show to launch a Retailers’ Toolkit which gives tips on promoting produce, organising tastings and securing media coverage, under the banner of a campaign #ThisisWales #GwladGwald


The campaign draws on the abundance in Wales of natural resources and raw food materials and a concerted focus on developing new technologies in food production.


A range of marketing collateral such as banners and recipe cards, are available from Food & Drink Wales for those retailers seeking to promote Welsh food and drink.


Cabinet Secretary for Energy, Planning and Rural Affairs Lesley Griffiths said


“It is fantastic to see our food and drink again this year on display in our Business Lounge at the Royal Welsh Show.  Our producers can be quite rightly proud of the innovative, quality products they produce.  National and international buyers will be spoilt for choice with such a great range of products to choose from.  I certainly hope that our producers will have some good outcomes from our Business Lounge”. 


Footnote: Taste Wales 2019 at Celtic Manor, 20 - 21 March 2019 which brings together producers, buyers and food industry professionals for this signature international food and drink trade event and conference, providing an opportunity for buyers and producers to develop new business. http://tastewales.com/en/

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