Supported by Welsh Government, Welsh food and drink companies have come together to put Wales on the map, whilst securing product listings at leading Middle Eastern supermarket chain, Choithrams.
From 12th May, Welsh food and drink brands will be on sale across 9 Choithrams stores in the United Arab Emirates as part of a retail activation activity, promoting Welsh produce and giving businesses the opportunity to trade and make connections in the Middle East.
11 brands will be available to sample and purchase in stores, including Calon Wen, Cradoc's Savoury Biscuits, Daioni Organic, Halen Môn, Hilltop Honey, Rachel’s Organic, Radnor Preserves, Rhug Estate, Stillers, Tan y Castell and Tŷ Nant.
Some of the products listed include Calon Wen Organic Mellow Creamy Cheddar, Cradoc's Savoury Biscuits Chilli and Ginger crackers, Daioni Salted Caramel Latte , Halen Môn Sea Salt with Roasted Garlic, Hilltop Blossom Honey, Rachel’s Organic Greek Style Rhubarb Yogurt, Radnor Preserves Hand-cut Smoky Campfire Marmalade, Rhug Estate Lamb Leg, Tan Y Castell Bara Brith and Tŷ Nant Blue Still Water.
Welsh Government funded project 'Destination: Middle East' is a pilot project to support inmarket retail promotions and on-trade consumer engagement. The Middle East has been a market of interest for several years now, with successful food and drink Trade Development Visits to the region. The producers have benefited from the support of an in-market brand ambassador who has been showcasing the quality of the products to a range of chefs and buyers from the foodservice sector.
Furthermore, Welsh produce will be put to the taste test at an exclusive Chef’s Table experience in collaboration with renowned chef, Nick Alvis. Top chefs and restaurant influencers are invited to experience the best of Wales from a bespoke Welsh menu, whilst learning about the unique and distinct qualities of Wales’ produce. Chef Nick Alvis began his career in the idyllic countryside town of St. David’s, Pembrokeshire, and it was there that he learned the true meaning of local, authentic and sustainable produce.
Lesley Griffiths, Minister for Rural Affairs and North Wales, and Trefnydd, commented "I am delighted to see so many of our wonderful food and drink producers taking part in 'Destination: Middle East' which is taking a new approach to developing export trade and builds on the investment we have made over recent years. The aim of the project is to increase direct consumer engagement and drive greater awareness of Wales and the quality of our food and drink. This project has been a collaboration between our offices in the region, our producers and the Export Cluster, and working with an in-market partner.”
Anglesey Sea Salt/Halen Môn is one of Wales' leading brands and is participating in 'Destination: Middle East'. Managing Director Alison Lea-Wilson commented, "The Welsh Government has been outstandingly helpful in supporting Wales' food and drink exporters. And this brand activation campaign in the Middle East is another example of how the Welsh Government supports the sector. Without them, we would not be where we are today."