Ahead of St David’s Day (1 March) food retailers across the UK are being encouraged to capitalise on the growing interest in Welsh food and drink.

To promote their St David’s Day campaign, the Welsh Government’s Food and Drink Wales have developed a toolkit to help retailers promote Welsh food and drink ahead of the celebrations. 

The toolkit has helpful advice and tips on how retailers can get involved, while at the same time increase footfall and boost sales. Also included are tips on marketing materials, quirky facts and tasty recipes - if you thought the nation’s produce started with Welsh cakes and stopped with cawl, then think again.

Recent research shows over half of UK consumers (outside of Wales) believe Wales is known for producing good quality produce and almost a third want more of it available in their shops. Furthermore, nearly one in five consumers said they would choose Welsh butter, cheese and water over others, and believe its produce is more ‘natural’ compared to the rest of the UK.

Chair of the Food and Drink Wales Industry Board, Andy Richardson said, “Nestled conveniently between Valentine’s Day and Easter, St David’s Day presents an ideal marketing opportunity for any food and drink business and is fast establishing itself as a date in the calendar. Research shows that consumers value what’s good, new and exciting about Welsh produce and I’d encourage retailers to take a look at the toolkit and see what it could do for their business.”

The toolkit is part of a wider St David’s Day campaign, which celebrates the best of the nation’s food and drink. Top Welsh food and drink producers will be showcasing their products at some of London’s most prestigious retail stores and at events from late February until beginning of March.

If you are a Wales based retailer then your customers will appreciate that you have chosen to celebrate the nation’s patron saint and if you’re based outside of Wales, your customers will be curious to learn about and taste Welsh produce.

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

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